This is the sport that sponsors are snatching up on. Surfing, which will enter the Olympic world in Tokyo, is on the rise. Like the two sponsorship contracts that the French federation has just signed with the equipment supplier Quiksilver - Roxy and the Banque populaire, known until then for its commitment to sailing. "The arrival of surfing at the Olympic Games was a driving force in our choice to support the federation," underlines Émilie Souvras, world director general of Roxy. A brand created in 1990, initially for surfers. "There is a real craze around surfing," she continues, "the interest of the media is blatant, both nationally and internationally. Beyond the popularity of this sport, the Games will provide real light. "
Like Roxy, whose contract runs until 2024, Banque Populaire intends to make a long-term commitment. “We are premium partners of the 2024 Olympic Games ( Editor's note: via BPCE ), it was the right time to support a sport which is entering Tokyo, and which shares the same values as Sabine Calba, director of development at Banque Populaire. We will be alongside the federation but also clubs which carry discipline on a daily basis. "
Towards a partnership with an automobile brand
The "link with the environment", "respect for the sea", the prevention program against drowning, are elements that have seduced Banque Populaire, also sponsor of the French sailing federation for thirty years. "Social commitment is a value that is dear to us", continues Sabine Calba. “We had already worked with Quiksilver and Roxy, who are surf brands, during the events. The rapprochement was natural, said Jean-Luc Arassus, the president of the French surfing federation. The arrival of an active Banque Populaire type partner is a real plus for us. "
The French Surf Federation is pleased to announce the partnership signed today with @Quiksilver and @Roxy.
The two brands officially become the new French surf equipment supplier for the next four years. https://t.co/ORHxfjnAP3 pic.twitter.com/lxRYm3GU5q
The president is convinced of the “JO effect”. “Becoming an Olympic sport has an impact, it allows us to exist in relation to partners. It also allows us to legitimize our discipline, while some see us as a beach sport, a sport not very serious ”.
With 70,000 licensees (including 14,000 regular practitioners) and a budget of 2 million euros, the French Federation, which is on the verge of finalizing another partnership contract with an automobile brand, would see itself growing. "We start from practically nothing, we remain a small federation," recalls its president, who however hopes to see his surfers shine at the Tokyo Games. "It would allow us to continue on this dynamic to Paris". In 2024, the surfing events will take place in Tahiti, enough to speak a little more about the discipline.