Stone and the World Surf League (WSL) have signed a content partnership deal around athletes competing on the WSL Championship Tour, a global men’s and women’s surfing event.
The pop-culture magazine will produce features and photo essays in the magazine, as well as video and digital content.
Athletes featured in the partnership include Stephanie Gilmore (reigning seven-time WSL champion), John John Florence (two-time WSL champion), and Coco Ho, Lakey Peterson, Tatiana Weston-Webb and Conner Coffin, among others.
The first piece of content, “My First Time with Coco Ho,” was released Monday.
“My First Time,” is an ongoing Rolling Stone video series featuring artists, actors and celebrities who talk about their “firsts.” Past participants have included Ringo Starr, Lizzo, Sophie Turner, Maisie Williams, Willie Nelson and Seth Rogan.
New content will be released each week on RollingStone.com and WorldSurfLeague.com.
“The athleticism, drama and adventure of pro surfing is a perfect fit for Rolling Stone readers, who count on us for the most cutting-edge cultural content in the world,” stated Rolling Stone president Gus Wenner.
The partnership will also include Rolling Stone’s sponsorship of the music stage at the end of the surfing competition, which will take place at Surf Ranch in Lemoore, California in September. The Raconteurs are headlining.
Rolling Stone will also be part of a co-branded apparel collection with lifestyle brand Outerknown on the WSL Championship Tour.In another brand extension, the Penske Media-owned title launched daily music charts last month to compete with Billboard’s weekly charts.