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The world's largest competitive skateboarding league has partnered with Kona Big Wave, a leading premium beer brand founded in 1994 and now owned by one of the largest beer companies in the world.
What Happened: Kona Big Wave, which is owned by Anheuser-Busch InBev (NYSE:BUD) is partnering with the Street League Skateboarding.
The partnership will include fan experiences, brand integrations, unique skate content and more to help champion skateboarding and the growth of SLS.
"Kona Big Wave's unwavering commitment to community and authenticity mirrors our drive to propel skateboarding to unprecedented levels worldwide," Thrill One Sports & Entertainment CEO Matt Cohn said. "By uniting with a brand that shares our passion and vision, it allows us to craft even more dynamic experiences for our fans and offer unparalleled support to our athletes.
Cohn said the partnership will help foster connections, elevate the collective culture and amplify the skateboarding community.
SLS UFC APEX, set for May 25, will serve as the kickoff for the partnership. SLS UFC APEX is the fourth of eight events on the 2024 SLS Championship Tour, which includes four international majors and the SLS Super Crown World Championship.
"Kona Big Wave has always been beloved for its authentic connection to our community," Anheuser-Busch VP of Partnerships Matthew Davis said. "This same community-first mindset is at the heart of skate culture. Our partnership with SLS will help us to celebrate skaters and their fans."
As part of the partnership Kona Big Wave and SLS will launch grassroots activations and local initiatives using the "Bring the Aloha" slogan, which was used as a marketing campaign by the beer company previously.
"The collaboration will shine a spotlight on SLS athletes and fans who live and breathe the Aloha spirit," the companies said.
Related Link: Tony Hawk Turned Down An ‘Unreal’ Check For A Skateboarding Game In The ’90s: How The ‘Gamble’ Paid Off
Why It's Important: SLS is one of the fastest growing sports in the world according to the company.
Impressions for the sports league are up 128% year-over-year and social media followers are up 349% year-over-year.
Viewership for the most recent SLS San Diego Finals in April 2024 was up 75% year-over-year from the April 2023 SLS Chicago Finals event. SLS events are exclusively broadcast on Rumble (NASDAQ:RUM).
Kona Big Wave was previously known as Pacific Golden Ale. The beer was launched in 1995 by Kona Brewing Company.
Kona Brewing Company was part of a 2020 merger between Anheuser-Busch InBev and Craft Brew Alliance. As part of the transaction, AB InBev sold the Hawaiian operations of the beer company.
Read Next: Anheuser-Busch InBev Q1 Earnings Highlights
Photo: Shutterstock
