Stone & Wood has announced a three-year partnership with the World Surf League (WSL), securing the position of official beer of WSL Australia from 2025 to 2027. The agreement will see Stone & Wood present at five major WSL events across the country, with plans for onsite activations and broadcast integrations.
The partnership includes WSL Championship Tour events at Bells Beach (Victoria), Snapper Rocks (Gold Coast), and Margaret River (Western Australia), as well as the Newcastle Challenger Series and the Bells Beach Longboard Classic. As part of the collaboration, Stone & Wood will operate onsite bars located on the sand at all event locations, offering spectators a dedicated space to purchase and enjoy its products.
According to Paul Tansley, Head of Strategy & Creative at Stone & Wood, the partnership aligns with the brewery’s long-standing association with coastal communities and surf culture.
“Coming from Byron Bay, Stone & Wood and surfing have always gone hand in hand,” Tansley said. “We’ve been part of the local surfing community from the outset, and partnering with the WSL gives us the opportunity to take that natural connection to the beach lifestyle to coastal communities right across the country.”
The partnership provides national exposure for the brand within the surf community and extends its presence into live sporting events, an area where alcohol sponsorships remain a significant driver of brand engagement.
The World Surf League’s APAC President, Andrew Stark, described the collaboration as a strong fit, highlighting the brand’s connection to the coastal lifestyle.
“WSL is thrilled to have Stone & Wood join as the official Beer of WSL Australia from 2025,” Stark said. “They’re a brand that was born at the beach and lives and breathes the coastal lifestyle. That, coupled with their passion and focus on community, makes them a perfect partner for WSL.
“We look forward to seeing Stone & Wood bring this partnership to life at each of our events around Australia by creating moments and places where we can come together through surfing.”
In addition to onsite activations, Stone & Wood will also be integrated into WSL’s broadcast and digital platforms, with content designed to engage audiences both at events and online.
Key elements of the partnership include:
- ‘Stone & Wood Post Show’ – A segment delivering event analysis and competition recaps.
- ‘Stone & Wood Slow-Mo’ – Highlighting surfing action in slow motion during broadcasts.
- ‘Stone & Wood Real Talk’ – A behind-the-scenes content series featuring coverage from the competitor’s area and event village.
These segments will be featured across both WSL and Stone & Wood’s digital channels, expanding the partnership’s reach beyond the live event audience.