Australian Grocery Chain Decides It’s Time To Start Sponsoring Surfers

The best things in life are free, but the things we need aren’t. Free rent? Not going to happen. Free education? Wishful thinking everywhere outside of the Nordics. Keeping the lights on? That’ll cost you. Even free parking is hard to come by these days. 

Free groceries would go a long way in most people’s books. But like everything else that’s of necessity is a pipe dream to snag gratis. That is, unless, your name is either Soli Bailey or Stephanie Gilmore, the two newest riders for Australian grocery super-chain Woolworths.

How many bags of groceries do you think Soli averages in a single store run? And does the trunk provide adequate space?

Some context: Earlier this week, Woolworth’s announced it’d be partnering with Surfing Australia’s junior surfing pathway. A partnership which includes the 10-event Woolworths “Surfer Groms Comp” presented by Wahu series, Surfing Australia’s six affiliated state branches of the Woolworths State Junior Surfing Titles, which runs 18 events nationally, and the Woolworths Australian Junior Surfing Team. All of which Steph and Soli will be leading the charge as the sole brand ambassadors of. 

“I have come through the development pathway that Woolworths is now supporting and to be still connected to it now as I move forward in my career is an honour,” Soli said in a Woolworths press release. “I look forward to sharing my experiences with the future stars of the sport.”

“Woolworths’ ongoing commitment will further boost our sport and will be instrumental in helping continue the growth of future talent as they learn about developing a healthy and balanced lifestyle,” Steph added in.

Speaking of untraditional sponsors, Stab would like to imagine Titleist reached out to Soli after his performance on the green during our recent wetsuit shoot with him.

Now, it isn’t entirely clear what being a Woolworths brand ambassador entails for Steph and Soli. But complimentary bodega goods are in the fine print. At least, one would hope a chain that takes an all but conservative approach with its marketing (remember the TV show grocery execs launched in 2013, Recipes To Riches? Hopefully not) would be kind and able enough to foot the said bill.

Don’t you love when non-surf business taps into our esoteric bubble? Will Woolworths’ fate follow the same ill-trajectory as Target? And what next, Mick Fanning rocking a Coles sticker on his DHDs? The IGA Pro Gold Coast? The speculation is endless.