Surfing England has extended its partnership with korev lager for a further three years. The brand is the organisation’s official beer.
Left right are: Hannah Brand, operations manager, Surfing England; Laura McKay, (head of marketing, beer and brands, St Austell Brewery); Matt Heal (brand manager, St Austell Brewery; and Rachael Percival (finance manager, Surfing England. Photograph: St Austell Brewery
The new agreement with one of St Austell Brewery’s flagship beers builds upon a relationship that has thrived since the not-for-profit membership organisation launched in 2014.
korev will continue to support Surfing England in its commitment to further develop the professional sport, while serving as headline sponsor of the 2021 korev lager English Interclub Surfing Championships. The brand will also support other events throughout the year, including the 2021 English Adaptive Surfing Open, held at The Wave, in Bristol.
Surfing England — the national governing body for the sport of surfing in England — is run by surfers and supports surf coaches, surf clubs, and surf schools nationwide. The korev brand has long been associated with the sport and is a proud sponsor of Lucy Campbell, a professional surfing champion from the West Country.
Showcasing new korev branding
Laura McKay, head of marketing for St Austell Brewery’s beers and brands, said: “We’re excited to be renewing our relationship with Surfing England, an organisation that shares such similar values to us, and the perfect match for korev’s adventurous spirit. Born in Cornwall over ten years ago, korev has always been 100% inspired by our home county and our connection to the coast.
“Over the past eight years, it’s been a pleasure to witness Surfing England’s dedication to developing the sport, particularly at a grass roots and local club level. We’re proud that we can continue to play our own small role in supporting surfing’s growth in the years ahead, and as the sport builds towards its Olympic debut this summer.
“We can’t wait to support all of the upcoming competitions and make the most of every opportunity to showcase our new look korev branding, which we’re really proud of.”
Ben Powis, chief executive of Surfing England, said: “We are delighted to announce the renewal of our long-standing relationship with korev and the team at St Austell Brewery. Having trusted partners who genuinely care about our wonderful sport is vital. It’s such an exciting time for surfing and we’re very much looking forward to what the next three years brings.”
Brewed in the Helles style — with classic hops including Magnum, Hersbrucker and Saaz — korev (4.8%) has recently been rebranded. It is due to start hitting pubs, bars and supermarket shelves from this week. The brand is set to be unveiling more sponsorships in the months ahead and championing important causes to protect the environment and British coastline.
