Brazilian Surfing Strives to be more Than a Trendy Wave Through Marketing, Talent and the Internet

12/21/2015 - 10h27

The sea is just right for Brazilian surfing. The world title earned on Thursday (17) by Adriano de Souza, better known as Mineirinho, was the second lightning bolt to strike in the same place. The place in question, Hawaii's Pipeline Beach, where Gabriel Medina walked away with Brazil's first trophy in 2014.

The surf label has never made so much sense for the country. In 2016, there will be 10 Brazilians in the sport's global elite -less than the 11 there were in 2001, but expectations are high.

When Medina made history, the surf phenomenon was compared to the expectations set for tennis when Gustavo Kuerten became three-time Roland Garros champion and reached the top ranks.

For the president of Ibrasurf (Brazilian Institute of Surfing), Alexandre Zeni, one of the explanations lies in the difference in commercial appeal.

"Nearly 90 percent of people who purchase clothes by surf brands don't play the sport. They buy them to be a part of something. Conversely, someone who doesn't play tennis isn't going to buy a tennis shirt", Zeni said.

According to Zeni, from the moment surfers stopped being associated with the "stoner beach bum" image, companies from other industries wanted to be linked to the sport. Today, car makers, electronics brands and universities sponsor events and athletes.

Sponsor contributions helped Brazilians address the financial and technical gap that existed between them and the Americans and Australians, the major powers in the sea.

The peculiarities of surfing make it difficult to broadcast on television. The duration of an event varies with the conditions of the sea, and may be canceled or reach 8 hours of competition.

For that reason, Brazil's success and the world's is directly linked to the internet. The WSL's site (World Surf League) streams all phases in real time. It is also possible to follow the competition on cell phones and tablets via an application.

"The internet is our goose that lays golden eggs. Brazil has become a leader in audience, surpassing the United States", WSL Director Renato Hickel said.

Translated by SUGHEY RAMIREZ

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