Coca-Cola Amatil Indonesia and Indonesian Surfing Championship Tour

Corporate Sponsorship for Surfing and Sustainability

Sustainability and Youth Development Initiative

Brief

After first entering the Indonesian surfing scene as a non-surfing industry sponsor in 2008, CCAI recognized the value and impact of the ISC Tour. Following a successful partnership through 2009, CCAI committed to a multi-year sponsorship, running from 2010 to 2012, to further develop the sport, support young surfers, and promote environmental sustainability within Indonesia’s coastal communities.

Concept

The official Tour Launch and Press Conference took place on March 31, 2010, at the intersection of Jalan Melasti and Jalan Pantai Kuta. The event featured key stakeholders from the surfing industry and business community, highlighting the shared commitment to sustainability and sports development. Custom Coca-Cola surfboards were presented to representatives of major surf brands, including Billabong, Quiksilver, Rip Curl, Reef, Oakley, and Rusty, as well as to local beach vendors.

During the event, CCAI President Director Peter Kelly emphasized the company’s dedication to making a meaningful impact in the communities they operate in, hoping that this collaboration would set an example for other corporations to follow. ISC CEO Tipi Jabrik reflected on the tour’s evolution since its founding in 2004, expressing gratitude to the surfing industry, corporate sponsors, and local communities for their support.

Result

The three-year sponsorship solidified Coca-Cola Amatil Indonesia’s role in fostering Indonesia’s surfing industry while promoting environmental stewardship.
The partnership increased awareness about beach conservation and sustainability through surfing events and community engagement.
Coca-Cola’s involvement provided financial and logistical support for the ISC Tour, elevating the sport and helping young athletes pursue professional surfing careers.
The signing event and press conference strengthened collaboration between corporate sponsors, surf brands, and local businesses, further embedding sustainability in Indonesia’s surf culture.

How do you measure success?

By the growth of Indonesia’s surf industry, the environmental awareness raised, and the long-term opportunities created for young athletes and local communities.