The World Surf League (WSL) is undergoing significant organizational changes with the appointment of new leadership and the departure of a long-serving commissioner. These moves signal a strategic push to enhance marketing, revenue generation, and the overall fan experience as the league continues its global expansion and commitment to gender equity in surfing.
Key Takeaways
- Brooke Farris appointed Chief Marketing Officer and President of North America.
- Nicole Metzger joins as Chief Revenue Officer.
- Commissioner Jessi Miley-Dyer steps down after over a decade of service.
New Leadership Appointments
The WSL has appointed Brooke Farris as its new Chief Marketing Officer and President of North America. Farris, who previously served as CEO of Rip Curl, brings extensive experience in the surf and action sports industry, including a prior role with the WSL (then ASP) as Women’s World Tour Manager. In her new capacity, she will spearhead the WSL’s global brand, marketing, communications, and social media strategies, while also overseeing operations and events in the North American region. Ryan Crosby, WSL CEO, expressed confidence in Farris’s leadership, highlighting her industry knowledge and authentic connection to the surfing community.
Complementing these changes, Nicole Metzger has been appointed as the WSL’s Chief Revenue Officer. Metzger brings over two decades of commercial leadership experience from professional and collegiate sports, including her recent role as Chief Sales and Partnerships Officer for the LPGA. She will be responsible for the WSL’s global partnerships, licensing, and business development, aiming to drive revenue growth and forge impactful brand collaborations. Crosby noted Metzger’s proven success in sports partnerships and her ability to advance the league’s commercial strategy.
Commissioner’s Departure
Jessi Miley-Dyer, who has served as WSL Commissioner for over 13 years, is stepping aside. Miley-Dyer played a pivotal role in shaping the modern era of professional surfing, notably championing equal prize money for men and women and overseeing the expansion of the women’s Championship Tour field. She expressed pride in her contributions to advancing gender equality and elevating the sport’s competitive level. CEO Ryan Crosby acknowledged Miley-Dyer’s profound impact on the WSL and the sport, thanking her for her service and wishing her success in future endeavors.
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 Commissioner, Jessi Miley-Dyer, Stepping Aside After Over a Decade of Service, World Surf League.
- World Surf League hires Nicole Metzger as chief revenue officer, Sports Business Journal.
