The year has barely started and the World Surf League – WSL already announces another partner brand. THE 51 ICE – produced by Cia Müller de Bebidas –, will be present at Oi Rio Pro, stage of the Championship Tour – CT, which takes place in Saquarema, Rio de Janeiro. The sponsorship is valid for two years and runs until the end of the 2023 season.
51 ICE was one of the sponsors of the Saquarema Surf Festival (held in November/2021, in RJ), with the objective of consolidating the brand with summer, beach, sea and surfing lifestyle.
“51 Ice is young, light, happy and loved by everyone, a ‘democratic’ drink, just like surfing! We have a great connection with the lifestyle of practitioners and lovers of this sport, so the partnership between 51 Ice and WSL is strengthened to build the brand within this territory. We are very happy to sponsor the stages held in Brazil and we want to consolidate the brand in surfing, through efforts that will foster and develop one of the fastest growing sports in the country”, says José Neto Aidar, Superintendent Director of 51 ICE.
Surfing is on the rise, already positioning itself among the five most admired and practiced sports in Brazil, and has aroused constant interest from advertisers. Among the most recent achievements are Oakberry, Unicesumar, Localiza and Australian Gold, in addition to Oi, Enel Distribuição Rio, Havaianas, Oakley, Corona, Red Bull, and the support of the Saquarema City Hall and the Government’s Secretariat for Sport, Leisure and Youth. in the state of Rio de Janeiro.
“A 51 ICE is an example of a brand that started investing in a regional event, the Saquarema Surf Festival, and that, after a favorable experience, decides to enter the universe of our global events”, says Ivan Martinho, CEO of WSL Latin America. “This is a product that has absolutely everything to do with the beach and the sun and that adds to the excellent pool of brands that are now associated with surfing”, he adds.
This strong attraction of the brands is not without reason: Brazil has dominated surfing for some years, but currently its growth is something extraordinary and internationally recognized. Among the latest achievements of our country are the three-time WSL CT championship, won by Gabriel Medina; Tatiana Weston-Webb became world runner-up; and Ítalo Ferreira won the Gold medal in surfing’s debut at the Olympics. These are feats that have raised Brazilian surfing to the top of the world rankings in 2021 and our selection of athletes among the best on the planet.
In the coming months, news about the 51 ICE and WSL partnership will be announced, including different brand actions aimed at surf practitioners and lovers at League events in the country. The 51 ICE meeting with surfing was provided by 213 Sports, a sports vertical of V3A, commercial partner of WSL Brasil for the last seven years.
The post 51 ICE is the new sponsor of the WSL in Brazil appeared first on DNEWS.
