Surfing Super League Targets 2028 Debut

Australia’s new eight-team surfing competition will combine 90-minute broadcasts, equal-pay athlete contracts and a phased franchise-ownership model.

The Surfing Super League has officially launched an 18-month commercial strategy ahead of its targeted 2028 debut, with founder and CEO Chris Mater forecasting individual franchises could eventually be valued at between $30 million and $40 million.

Positioned as Australia’s first national franchise-based professional surfing competition, the league will feature eight teams representing established coastal markets across Queensland, New South Wales and Victoria.

The proposed foundation markets are the Sunshine Coast, two Gold Coast regions, the Northern Rivers, Newcastle-Hunter, Sydney’s Northern Beaches, Sydney’s Southern Beaches and Melbourne.

The competition is expected to deliver 15 live games across eight consecutive weekends, culminating in a grand final.

Franchise Values Forecast to Reach $40 Million

The Surfing Super League will initially own and operate all eight franchises, allowing the central organisation to control costs, competition standards and the quality of the product during its establishment phase.

The franchises would then be progressively sold to independent ownership groups across the league’s first four seasons.

Speaking exclusively to Ministry of Sport, Mater said the league had not fixed its franchise pricing but expected values to begin above $8 million following the inaugural season.

“We think they’ll be north of $8 million.” 

“We’re not fixing any pricing right now, but we think, as a minimum, it’ll be $8 million after season one. We think they’ll go up to around $30 or $40 million by season three or four,” Mater said.

The valuation forecasts form part of a dual investment model through which investors will be able to explore opportunities at both the central league and individual franchise levels.

Mater, a former Surfing Australia CEO and Red Bull executive, described surfing as one of Australia’s most significant under-commercialised sporting opportunities.

“Surfing is one of the country’s most powerful untapped commercial opportunities.” 

“This is a sport deeply embedded in the Australian identity, yet it has never had a format worthy of its scale. That is exactly what we are building,” Mater added.

The Big Bash of Surfing

The league is being designed as a shorter, more predictable alternative to traditional surfing competitions, which can be difficult to schedule and broadcast because of changing weather and wave conditions.

Mater compared the proposed transformation to the way the Big Bash League made cricket more accessible to mainstream audiences.

“We’re positioning it, for ease of understanding, as the Big Bash of surfing.” 

“Test cricket is this really long product that heavy users will watch, but most people can’t watch it midweek and don’t want to watch the whole thing.

“They condensed it into a much more consumable short format that everyone could watch as entertainment,” Mater told Ministry of Sport.

Each Surfing Super League game will be packaged into a fixed 90-minute broadcast window, divided into two 40-minute halves with a 10-minute break.

“I’m going to take an NRL game—a 40-minute first half, 10-minute half time and a 40-minute second half.” 

“The idea is to give surfing a clear, structured format that works for audiences and broadcasters,” Mater further explained.

Rounds will be staged at purpose-built beach venues incorporating grandstands, hospitality, entertainment and fan experiences.

The compact competition window is also intended to allow participating athletes to retain their personal sponsors and continue competing on international tours.

Equal Pay and Guaranteed Athlete Contracts

The Surfing Super League says athletes will receive equal pay regardless of gender or competition tier, together with guaranteed income through professional contracts.

Professional surfer Sophie McCulloch said the model could reduce the financial pressure that forces many athletes to work outside the sport while funding international competition.

“Professional surfing has traditionally offered limited sponsorship opportunities, particularly outside the surf industry, and many surfers still work part-time just to fund the international travel required to compete.” 

“The Surfing Super League will help athletes build more sustainable careers by providing guaranteed income through professional contracts, while also giving us a platform to grow our personal brands and attract a broader range of sponsors,” McCulloch said.

The league has also attracted Olympic bronze medallist and former World Tour surfer Owen Wright, who is preparing to return to competitive surfing.

“I genuinely thought that chapter of competitive surfing was finished for me.” 

“But when I heard what the Surfing Super League was building, it felt different.

“The chance to compete at home, as part of a team and for something bigger than your own result got me excited to put the jersey back on,” Wright shared.

New Commercial Inventory for Brands

The league is seeking a principal competition partner and five premier partners, with additional sponsorship opportunities expected to be available through each franchise.

Team uniforms will also introduce apparel and jersey inventory more commonly associated with sports such as the NRL, AFL and cricket.

Mater said the team structure would provide brands with greater reach, consistency and frequency than traditional event-based surfing sponsorships.

Each home round will combine professional competition with hospitality, entertainment and broader fan experiences, creating new opportunities for tourism bodies, host destinations and commercial partners.

The Surfing Super League will now begin building its commercial, broadcast and operational foundations ahead of its proposed first season in 2028.

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