Apr 04, 2011 - Source: IMG Action Sports

Anheuser-Busch announced today it has reached an agreement to title sponsor the Bud Light Lime Surf Series, a new ASP North American Specialty Event ,managed by IMG Worldwide, the global sports, fashion and media company.  The Bud Light Lime Surf Series will consist of two new events along the California coast in 2011, bringing together 32 top men and eight women to compete for more than $100,000 in total prize purse. The events will be held at Church in San Onofre State Beach on Memorial Day weekend, and the Point in Ventura on Labor Day Weekend.

Created with input from several athletes, the Bud Light Lime Surf Series format allows each competitor a chance to surf at least twice and will use 4-man, 30-minute heats before reaching the dual segment finals. IMG is partnering with Surfline.com to broadcast highlight footage of each event’s contests, including special behind the scenes footage. Both events will receive significant marketing and promotional campaigns locally and nationally.

“We want to focus on the athlete as much as the contest and the prize money,” said Benji Weatherley, member of the Bud Light Lime surf team and Surf Series Contest Manager. “We’re creating a platform to showcase athletes who may not compete as much as others – if they compete at all – but still remain some of the most recognized athletes in the sport.”

The invited athletes will include a mixture of celebrated and renowned competitors who have earned a reputation within the surfing industry, have made their living on surfing tours, and are prominent “magazine” and “video” surfers. Some of the athletes invited to participate can trace their roots back to an earlier incarnation of the Bud Light Lime Surf Series, the Bud Surf Tour.

“The Bud Tour played a monumental role in the development of surf talent in the United States in the 1990s, providing future legends a platform to hone and exhibit their skills throughout the California coast,” said Mike Thompson, Director, Bud Light Lime Surf Series 2 Sports Marketing, Anheuser-Busch. “The surfing industry was very responsive to the Bud Tour format, and the Bud Light Lime Surf Series has taken the best elements of its predecessor to create an experience truly unique for competitors and fans.”

In addition to the Bud Light Lime Surf Series, Anheuser-Busch’s involvement in surfing includes the Bud Light Lime Surf Team – Fred Patacchia, Jr., Serena Brooke, Sean Moody and Benji Weatherley – and annual surf videos, related parties, promotions and activities supporting the team.  IMG, which also owns the U.S. Open of Surfing, will produce the Bud Light Lime Surf Series.  Comprehensive Bud Light Lime Surf Series information can be found on the official event website www.BudLightLimeSurfSeries.com.