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What value can you place on such an event? Millions? Billions?

I’m not sure how your memory hangs, but I had to shuffle through some old files and bing/yahoo to recall some old stories. What is the biggest failure in sports marketing history?

By the way, Quiksilver is losing the naming rights to what is now called The Eddie Invitational, but used to be The Quiksilver; In Memory of Eddie Aikau.

What you may not know is that The Eddie Invitational, sponsored by Quiksilver, didn’t start out as a big wave competition.

The first event was held in six to eight foot waves at Sunset Beach back in 1984. and it only made a big splash when Quiksilver executives teamed up with Fast Eddie Rothman to turn it into the specialty event we all know, love, etc. at Waimea Bay.

When the fifty thousand prize money was announced, it also became the richest surfing competition in the world.

In 2016, it looked like the event couldn’t get any better when John John Florence, the newly crowned World Surfing Champion, cemented his claim to be the best in the business when he beat the still-sponsored Quiksilver, albeit just barely. in wild 25ft conditions.

What value can you place on such an event?

Millions?

So how did such a fruitful relationship, which included the lucrative sale of Eddie Aikau-Quicksilver products, end up in the rubble, blowing worms?

Here is the background. the previous ten-year contract was set to expire in the spring of 2016, and Quiksilver and the Aikau family began negotiating a new deal.

The Aikau family was advised that there could potentially be a better deal out there if they shopped around a bit. Initially, Red Bull was in the mix, but apparently Red Bull and the WSL couldn’t find a way to play nice, so they pulled out at the last minute, leaving Aikaus without a deal.

A source said BeachGrit was presented with multiple offers to Aikaus by Quiksilver, all with large revenue-sharing opportunities, but all were turned down.

But here’s the thing.

Quiksilver owned the permits for the 2015-16 season and even offered to call it by a different name to bypass the need to involve a famous Hawaiian family.

Quiksilver was playing The Quiksilver. In Memory of Jose Angel, The Quiksilver. In Memory of Todd Chesser, The Quiksilver. With In Memory of Brock Little.

Anyway, it was received for 2016, but was discontinued shortly after.

Did Quiksilver decide that Eddie’s chances of ever being as good as 2016 were so slim that the money put into it later would be a waste?

The question I asked then was: If you were handed the keys to a clothing giant that was once reputedly six hundred million dollars in debt, would you still work with The Eddie?

Or will you blow the extra cash on your number one team rider, Matt Bunting?

Quiksilver chose Bunting.

Do you regret it?

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