The World Surf League (WSL) has announced significant leadership changes, appointing two key executives to drive its global strategy and growth. Nicole Metzger joins as Chief Revenue Officer, tasked with enhancing sponsorships and business development, while Brooke Farris takes on the dual role of Chief Marketing Officer and President of North America, focusing on brand, marketing, and regional operations. These appointments signal a strategic push for the WSL in expanding its reach and deepening its connection with fans and partners worldwide.
Metzger’s Strategic Vision
Nicole Metzger has been appointed as the new Chief Revenue Officer (CRO) for the World Surf League. In this capacity, Metzger will spearhead the league’s strategy concerning sponsorships, licensing, and overall business development. She expressed enthusiasm for the WSL’s global presence, its compelling narrative, and the lifestyle associated with surfing, seeing significant potential for integrated, year-round platforms. Metzger highlighted opportunities to engage with surfing’s younger demographic, amplify the WSL’s commitment to gender equity, and leverage the momentum generated by the upcoming LA28 Olympic Games.
- Metzger previously served as Chief Sales and Partnerships Officer for the LPGA.
- Her background includes leadership roles with JMI Sports, the Hornets, Dolphins, and the NBA’s Team Marketing & Business Operations division.
- She will report to WSL CEO Ryan Crosby and plans to relocate to the WSL’s Los Angeles headquarters.
Farris to Lead Marketing and North American Operations
Brooke Farris has been named the new Chief Marketing Officer and President of North America for the WSL. Farris will be responsible for the WSL’s global brand, marketing, communications, and social media strategies. Additionally, she will oversee events and operations within the North American region. Farris brings extensive experience from the surf and action sports industry, most recently as CEO of Rip Curl, where she guided the brand through a period of significant growth and global expansion, with a particular focus on women’s performance and lifestyle categories.
- Farris previously held various leadership positions at Rip Curl for 14 years.
- This appointment marks a return to the WSL for Farris, who previously served as Women’s World Tour Manager for the Association of Surfing Professionals (ASP).
- WSL CEO Ryan Crosby praised Farris’s leadership, industry knowledge, and authentic connection to the surfing community.
Impact and Future Outlook
The appointments of Metzger and Farris are seen as crucial for the WSL’s continued expansion and investment in the fan experience. Both executives bring a wealth of experience and a clear vision for growth, aiming to enhance the league’s commercial partnerships and brand presence on a global scale. Their leadership is expected to drive innovation and strengthen the WSL’s position within the competitive sports and entertainment landscape.
Sources
- World Surf League hires Nicole Metzger as chief revenue officer, Sports Business Journal.
- 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.
