Cashing in

Surf lifesaving deserves to return to its once-prominent position as an elite sport

Surf lifesaving is an intrinsic part of the Gold Coast community. Every summer, hundreds of locals take to the beaches to serve the community and keep our beaches safe. It’s also a big sport, ranging from nipper carnivals to the elite levels.

Many young people will not remember but between the 1980s and early 2000s, it was also one of Australia’s biggest and best-promoted sports.

Major surf carnivals were televised and our iron men and women were among the very bestknown athletes in Australia, on par with stars of AFL and NRL.

But big money sponsorship dried up in the early 2000s and while it remains a popular sport, it is nowhere near where it used to be.

The loss of key sponsorship and funding saw interest dwindle.

This is a great shame because it was one of our great shining lights in its hey day, inspiring young people to get involved in beach life, learn important skills, community spirit and aspire to greatness.

Now it appears there could be new life in the arena.

The major financial backer of the Summer of Surf has declared his ambition to take the prizemoney on offer in the series beyond $1m by 2029.

Earl Evans, co-CEO of SOS sponsor Shaw and Partners, wants to deliver a seven-figure prize pool that would make the series even richer than the money that was on offer during the famous cereal wars that boasted about $900,000 back in the 1990s.

There is currently more than $600,000 on offer in the series.

“In five years’ time it could be a million dollar-plus prize pool and gain the national exposure that it once did in the hey day,” he said.

“We are on the path to doing that and we are on the path to bringing the sport back to the glory days.”

To see this happen would inject new life into the sport and see it restored to a place of greatness.

Aside from the direct sporting benefits, it would also see a broader economic upside, through tourism.

If we see more surf competitions hosted here again, it will mean more visitors and that means income for hotels and restaurants.

We will again ride the wave to greatness.