Sportswear company Hurley has agreed a two-year deal to become the title sponsor of the annual Australian Open of Surfing.
The event will be rebranded as the Hurley Australian Open of Surfing from the 2014 edition, which will take place at Sydney’s Manly Beach from February 8-16 next year.
The nine-day event, sanctioned by the Association of Surf Professionals, is owned by the IMG Australia agency and produced in partnership with tourism agency Destination New South Wales. The 2014 edition is expected to attract more than 175,000 people.
“Partnering with global brand Hurley has allowed us to look far beyond the traditional boundaries of a surfing event to create a significant visitor experience in Manly,” NSW Chief Executive Officer Sandra Chipchase said.