Fixing Professional Surfing from a Fan’s Perspective

12 08 2009
Is Fixing Pro Surfing that Hard? Pic: Myles McGuinness

Is Fixing Pro Surfing that Hard? Pic: Myles McGuinness

There has been a lot of speculation and talk about a new Rebel Tour taking the wind out of the sails of the current ASP system. The hype and stories are all over the Internet. Gra Murdoch of Australia’s Surfing Life even made a hilarious video on the subject.

My guess is Kelly Slater is leveraging the ASP to make the system better for the future generation of surfers. Rather than “Bustin’ Down the Door,” he’s going through an open window. The current ASP system may be broken in the eyes of the surfers and the fans. But I think it can be fixed and here are some ideas to make it better.

Endemic Sponsorship, Control and Money
Why do three or four surf companies basically control professional surfing? Every other major professional sport has no problem finding advertising dollars from the outside. Why doesn’t Louisville Slugger or Rawlings control professional baseball? Because it’s a ludicrous concept at best. Can you imagine if the NFL gave up all the control to Under Armor or Nike and let them market the events exclusively? The ASP needs to wake up. How freaking amateurish is that?

Having too much endemic sponsorship would go against the soulful dynamic of surfing, wouldn’t it? Well, I have news for you. These surf companies (Quiksilver, Billabong, Rip Curl and Hurley) are multi-million dollar corporations. They have stock holders and bottom lines. Just because they make boardshorts and wetsuits doesn’t automatically make them cool. At the very root, these surf companies have one interest at heart. To make money. To sell you products so they can profit and make more products to sell you. Where is the soul in that? Why does that make them different from Target or Microsoft or Budweiser? More endemic sponsorship may also increase the prize money. And really, that’s what it’s all about isn’t it? 

Let’s face it. If you are a professional surfer you have already sold out to a certain extent. In reality, you’re just a whore. I’m not saying your pimps are bad, but there just might be better pimps out there willing to give you a larger cut of the money.

Marketing Wizards
The ASP has never marketed the sport well. For chrissakes, hire some marketing pros, not a former surfer with a marketing degree from San Diego State and a wicked cutback. The sport needs pit bulls who will market the brand ferociously. Is ASP CEO Brodie Carr that pit bull? Only time will tell.

If you want a laugh, take a look at www.aspworldtourshop.com. Really? It looks like a third-grader who bought “An Idiot’s Guide to Selling Product on E-bay” is running the site.

The Feeder Tour
The WQS surfers should compete in the trials of each event to vie for wildcard slots. Why even have separate events at all? Have the WQS events before the WCT events with fewer surfers. Sure this would take up a lot more time and it will piss off the locals, but the locals are pissed at the ASP circus when they come to town anyway.

Involve the Free Surfers
One aspect that makes surfing unique is the free surfer or video pro. Years ago I had a conversation with Brad Gerlach about the subject. Although his “Game” concept never really caught on and was niche idea at best, he was extremely articulate and passionate about the subject. He said surfing is different in that you don’t have to compete to become a pro surfer and that’s great. There should be an opportunity to do that. But Kobe Bryant doesn’t tell Nike “Yeah…I’m over the NBA. Just not feeling it anymore. I’m just going to shoot hoops at the local playground, maybe go to New York and play at Rucker Park a few times a year. But I’ll still wear your shoes and bring a cameraman.” Can you imagine trying to pull that off?

Some of these pro free surfers are considerably better than the guys on the WCT tour. And they are more exciting to watch in many cases. Fans should have the opportunity to see them surf in these events. Some may not want to, but if the money is right they will come.

Slater at Jeffreys Bay

Spokesmen
Kelly Slater is a rare example of a true spokesman for the sport who is also the best in the world. Surfers should be better spokesmen. Tony Hawk is a fantastic example of an individual who promoted his sport well. Tom Curren never had it in him to promote the sport. Neither does Andy Irons. Most of the top guys don’t. Someone should teach these guys how to be media savvy. Maybe the problem is most professional surfers drop out of high school or never go to college. I would probably do the same if I had the opportunity. But more often than not, those who don’t make it on the tour or have limited success end up being the team manager for a second-rate surf brand. If the NBA has mandatory seminars on how to avoid gold-digging groupies and how not to shoot yourself in the leg, the ASP can certainly have some sort of training in dealing with the media.

Mother Nature and Webcasting
Surfing is unlike any other sport. Mother Nature is a wildcard. Surf contests, if done correctly, can’t be on a set schedule. Waiting periods have become the norm and that’s a good thing. The Dream Tour has done a good job at having events at the best breaks in the world for the past several years. That is also a good thing. Part of the reason soccer has never caught on in America is because it’s one of the few popular sports that doesn’t cater to TV timeouts and commercials. Surfing is similar in that respect. To bring in revenue, the ASP should sell the television rights and webcasting rights to a media conglomerate with the tools and money to do it right. Don’t let Billabong or Quiksilver do it alone. This should be ESPN’s only involvement. Let them buy in just like they do with professional soccer, baseball and football. Give them too much control and those bastards in Bristol, Connecticut will eat you for breakfast.

Less is More
The so-called rebel tour is rumored to consist of just 16 surfers. This takes out the element of the Cinderella story. Forty-eight surfers might be a little too much. Perhaps 32 or 28 could be the magic number.

Subjective Old Guard Judges
How does one evaluate soul and style? What about progressive maneuvers? It’s difficult isn’t it? Well, not really. My understanding is the same 5-10 judges work each and every event. Why is that? Maybe they should mix it up a little more. Select the judges from a larger pool. And don’t tell me there’s a lack of individuals who can accurately judge the sport. That is a cop out. Judging surfing isn’t rocket science. It’s just surfing.

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