Stephanie Gilmore signs with Rip Curl in multimillion-dollar sponsorship coup
It’s a partnership made in surfing heaven - an eight-time world champ signing one of the biggest deals in Australian women’s sporting history with an iconic Aussie-born company.
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Surfing legend Stephanie Gilmore has signed one of the richest sponsorship deals in Australian women’s sporting history, inking a groundbreaking multimillion-dollar deal with Rip Curl.
The eight-time world champion has inked a landmark eight-year deal with the iconic surfing company that could be worth as much as $10 million.
Neither party confirmed the amount but Rip Curl said it was “one of the biggest deals in Australian sport to date”.
While the length of the deal could decrease the per annum value, both former Roxy principal Gilmore and fellow Rip Curl-sponsored athlete Mick Fanning having reportedly been on $1m per season deals at various points in their careers and it’s reasonable to speculate it’s in the range of $6-10 million overall.
That would make it one of the biggest endorsement deals in Australian sporting history and underlines Gilmore’s powerful brand.
“I think this is a historic deal and something that I’m so proud and lucky, I guess, to say I’m a part of,” Gilmore said, adding she was thrilled to be valued beyond her trophies.
“To be able to partner with Rip Curl on a deal that not only for myself, but for women in sport is something that’s truly groundbreaking, just it feels right.
“You can align yourself with brands for certain things but unless it really feels authentic and true to who you are, then the audience can feel that. It feels right to me, and I’m super happy with that.”
The deal is just as significant for Rip Curl, a company created in the salt-filled air of Torquay on the Great Ocean Road spitting distance from iconic surf breaks like Bells Beach.
“This multimillion-dollar agreement marks a significant milestone in the surfing world, highlighting Rip Curl’s leadership in surf and its vision to be The Ultimate Surfing Company,” the company said in a statement on the partnership.
Gilmore has played a massive part in bringing equality to surfing, being among those to push for equal prizemoney for men and women on the World Surf League’s championship tour, something that was finally introduced in 2019.
But she said she was “standing on the shoulders” of those who had come before her and hoped that this deal with Rip Curl could do the same for the next generation of women.
“I feel like I get a lot of recognition for pushing the needle on this but realistically it’s the generations of women before me in all their respective sports that have been pushing so hard for equality.
“And I think that timing in life is everything and I seem to have been reaping a lot of the benefits of the women before me who pushed super hard.
“They didn’t see the (monetary) benefits and but now we are here in these great positive moments for women in sport.”
The power of ‘Brand Gilmore’ is certainly nothing new.
An eight-time world champ who oozes health and clean living and has the Tweed product’s massive worldwide following is a marketer’s dream.
Already, her portfolio includes blue-chip names from Audi and Breitling watches, to software company Technology One, surfboard shaper Darren Handley Designs and Yeti coolers.
But the Rip Curl partnership is significant - and different - for many reasons.
Rip Curl said it spoke to Gilmore’s “influence in the sport and the confidence Rip Curl has in her continuing to build on this legacy”, while the length of the deal signified “a long-term commitment to excellence and innovation in the surfing industry”.
At 32, Gilmore is excited to be linking with a partner that values her working into her 40s - whether that’s competing or exploring surfing spots and communities around the world through The Search, Rip Curl’s iconic video series.
The deal is also not contingent on Gilmore being on the World Surf League’s marquee championship tour given she’s taking a sabbatical this year.
She confirmed she was not done competing though - and wouldn’t close the door on the possibility of a ninth world title - her hunger to compete only fuelled by watching gen next stars Caitlin Simmers and Aussie tour leader Molly Picklum thrive in the iconic Pipeline break in the opening event of the season.
“It feels like there’s a real shift towards the feeling of supporting women in sport across all the different types of sports and it’s incredible that surfing can really lead the way and I think that this deal - yes, it’s multimillion-dollar and it’s an incredible deal - really once again speaks to defying the stereotype that age can limit you,” she said.
“If you’re able to really work alongside with a brand and make wise choices to grow the value of your own company, of your own brand, then you can set yourself up for so much longevity and evolve together and really align on the messages that you’re trying to share with the world.
“I’m so incredibly grateful that ... they see the value of my brand and how I can elevate and explore these new areas with Rip Curl and go on new adventures and really inspire women to get involved in surfing because it truly is the one thing that I absolutely love and adore.”
The money is no doubt significant.
But Gilmore is more interested in the ability it will give her to influence the conversation about equality in sport and pathways for the next generation.
“To be honest, at the start of my career I didn’t I didn’t really think about money,” she said.
“I was driven by and I just wanted to win ... and win and win.
“It wasn’t until probably eight years ago that I really started saying: ‘okay, you can win world titles and you get the trophies but what is it that you can actually do with them? What is this sort of power that comes along with it?’
“And it was standing up for something that’s bigger than yourself and trying to set up better pathway for the next generation.
“I’m so excited to be here, blaze that path for these new young women coming through.
“It’s an iconic deal. It’s historic. And there’s something about that, that makes me feel proud to know that I’m allowing this space to open up for the women of the next generations - and also for the companies that we’re working alongside to realise that this is a fantastic way to celebrate female athletes and it can be very healthy and successful for both of us.”
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Originally published as Stephanie Gilmore signs with Rip Curl in multimillion-dollar sponsorship coup
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