Riding the Sponsorship Activations Wave: Behind the Scenes at the ABB Grand Final

There’s something special about a weekend when surf culture, community, and creativity all collide. Definitely, the dynamic behind a sport event it’s what highlights the power of an immersive and personalised sponsorship activation. That’s exactly what happened at the Australian Boardriders Battle Grand Final at Burleigh Heads over the weekend.

From the competition on the water to the energy on the sand, the event was a true celebration of Australia’s surf scene. For us at Cielo House, it was a chance to bring our signature blend of brand experience and fan engagement to life with a high-energy Boost Mobile activation that had the crowd buzzing.

But this wasn’t a straightforward delivery. Like many great events, it came with a twist - a cyclone that caused a postponement, and full reschedule.

Here’s how it all played out:

The Event: What It’s All About

The Australian Boardriders Battle is more than just a surf comp - it’s a national movement. Local boardrider clubs from around the country compete over a season for the chance to make it to the Grand Final, representing their hometowns and tight-knit communities on the national stage.

It’s fast-paced, team-based surf action that brings out the best of club pride and raw talent. Think of it as grassroots meets elite-level passion. A perfect setting spot for a bold, community-centered brand activation.

Hosted at Burleigh Heads, one of Australia’s most iconic surf breaks, the Grand Final is the finale - where clubs go all in, fans flock to the shoreline, and the energy is completely unmatched.

When a Cyclone Changes Everything

Originally scheduled for early March, the Grand Final ran straight into the path of Cyclone Alfred - a tropical low that brought heavy winds, unstable conditions, and a decision no event organiser wants to make: postponement, which means that we had to adapt our entire sponsorship activation plan.

In the days leading up to the original date, we were watching the forecasts closely.

At first, it was a matter of “Can we tweak the activation to survive the weather? Then it became clear: the safest, smartest move for Surfing Australia was to hit pause and reschedule.

Cue: new date, new logistics, new plans.

Back in Burleigh: Sunshine, Surf, and Serious Energy

Fast forward to early April, and Burleigh turned it on. The surf was pumping, the sun was shining (mostly), and the atmosphere was electric.

With boardriders clubs from across the country descending on the Gold Coast, the weekend delivered non-stop action in and out of the water. Fans turned out in full force, and the community vibe was unmatched.

It wasn’t just about competition, it was about connection. Family, friends, and fans all came together to celebrate the culture that makes Australian surfing so iconic.

Boost Mobile: On the Sand, In the Water, and On Brand

For Boost, this event was the perfect alignment of brand and audience, and we made sure their presence was felt in all the right ways.

Their personalised brand activation zone on the sand drew crowds all weekend long. With a basketball shootout, a Boost-branded claw machine, and heaps of giveaways, the experience was fun, interactive, and built for fans of all ages.

From the moment the gates opened, the space was full of energy. We had people lining up to win merch and challenge their mates. 

Boost’s ambassadors were out in full force, with Boyd Hilder and Brandon Loupos on-site repping the brand. To top it off, Boost branding featured prominently along the main competition line, on the big screens, and throughout the event footprint, visible but integrated, immersive but effortless.

Our Takeaway? Sponsorship Activations Like This Are the Heartbeat of the Industry

Sure, we love large-scale stadium events and glitzy hospitality builds - but weekends like this one? They remind us why we’re in this industry, to begin with.

It’s about more than just the logistics. It’s about building something that feels right. That taps into culture, community, and creativity. That brings brands and fans together in a way that’s real, fun, and memorable.

We’re proud of how this sponsorship activation for Boost Mobile came together specially for this event, and we’re grateful to have played a small role in such an iconic moment for Australian surfing.

Final Thoughts

The Australian Boardriders Battle Grand Final was everything we love about events: high-energy, community-led, and unforgettable.

Our team delivered an unforgettable experience blending creativity with expertise. From the swell to the sand, the sponsorship activation to the atmosphere, it all came together in the most perfect way.

Ready to bring your brand to life? Visit our website and book your FREE 15-min discovery call today!

Until next year, Burleigh!