World Surf League Bolsters Leadership with Key Executive Appointments

The World Surf League (WSL) has announced significant additions to its executive team, appointing Brooke Farris as Chief Marketing Officer and President of North America, and Nicole Metzger as Chief Revenue Officer. These strategic hires signal a commitment to expanding the league’s global reach, enhancing fan engagement, and driving commercial growth.

Key Takeaways

• Brooke Farris returns to the WSL, bringing extensive experience from Rip Curl and a deep understanding of the surf industry.
• Nicole Metzger joins with a proven track record in sports partnerships and revenue generation from organizations like the LPGA and NBA.
• These appointments are expected to accelerate the WSL’s commercial strategy and strengthen its brand presence worldwide.

Brooke Farris Takes the Helm as CMO and North America President

Brooke Farris has been appointed as the new Chief Marketing Officer and President of North America for the World Surf League. In this dual role, Farris will spearhead the WSL’s global brand, marketing, communications, and social media strategies. She will also be responsible for overseeing events and operations within the North American region.

Farris brings a wealth of experience from the surf and action sports industry. Most recently, she served as CEO of Rip Curl, where she was instrumental in driving record growth and expanding the brand globally. Her tenure at Rip Curl also saw a sharpened focus on women’s performance and lifestyle categories. Notably, Farris has a history with the WSL, having previously served as Women’s World Tour Manager at the Association of Surfing Professionals (ASP).

WSL Chief Executive Officer Ryan Crosby expressed enthusiasm for Farris’s return, highlighting her "unique blend of surf industry knowledge, commercial acumen, and brand-building experience." Farris will officially join the WSL in September 2025 and will be based in Los Angeles.

Nicole Metzger Appointed Chief Revenue Officer

Nicole Metzger has been named the World Surf League’s new Chief Revenue Officer. With over two decades of commercial leadership experience in professional and collegiate sports, Metzger is tasked with overseeing the WSL’s global partnerships, licensing, and business development functions. Her role will be crucial in advancing the league’s commercial strategy and driving innovation through partnership development.

Metzger’s impressive background includes her most recent position as Chief Sales and Partnerships Officer for the Ladies Professional Golf Association (LPGA), where she cultivated significant global partnerships. Her previous roles include Vice President of Partnerships, Activation, Analytics, and Special Events for the Miami Dolphins, and Vice President of Partnership Development for the Charlotte Hornets, where she secured the franchise’s first jersey patch sponsorship. She also held positions with the NBA’s Team Marketing & Business Operations (TMBO) division and JMI Sports/Clemson University.

"Nicole brings significant experience and success in sports partnerships and revenue generation to the WSL," stated Ryan Crosby. "She is joining us at a pivotal time, as we look to expand our global footprint through our commercial partnerships."

Strategic Vision for Growth

Both appointments underscore the WSL’s commitment to strategic growth and enhancing its global presence. Farris’s focus on marketing and regional operations, combined with Metzger’s expertise in revenue generation and partnerships, positions the WSL for continued success in the dynamic world of professional surfing. The league aims to leverage these new leadership strengths to deepen its connection with fans and attract new commercial opportunities.

Sources

• World Surf League Appoints Brooke Farris as Chief Marketing Officer and President of North America, World Surf League.
• World Surf League Appoints Nicole Metzger as Chief Revenue Officer, World Surf League.
• World Surf League hires Nicole Metzger as chief revenue officer, Sports Business Journal.