Things have moved quickly in the past six years. The Association of Surfing Professionals rebuilt and rebranded itself into the W.S.L. in 2015. Wave-pool technology added intrigue and visions of the elusive perfect wave. In 2018, the W.S.L. announced equal prize money for men and women. The W.S.L.’s two defending champions, Moore and Ferreira, won gold medals at the first Olympic surfing competition this summer.
Behind the scenes, the W.S.L. has drifted from being mostly a contest organizer. In 2019, it hired Erik Logan, the president of the Oprah Winfrey Network and executive vice president at Harpo Studios, to be president of content, media and studios.
He helped create the ABC reality show “The Ultimate Surfer” and the HBO documentary series “24/7: Kelly Slater.” This W.S.L. season will be part of an upcoming, six-part Apple TV series, modeled on Netflix’s “Formula 1: Drive to Survive.”
In 2020, Logan was promoted to chief executive, shortly before the pandemic shut down the season. That gave Logan and the league a chance to reimagine the tour. It flipped the Hawaiian stops from the end of the season to the start. It combined the men’s and women’s tours, which often had separate events.
And it devised a season-ending championship event.
“The opportunity to win it in the water, in the arena, is a really unique opportunity in surfing that really hasn’t happened,” Logan said. “We were very blessed in 2019 to see that with Italo and Gabe at Pipeline, and just the intensity of that was really codifying for a conversation that already had been going on.”
The tangible impact of all the changes, including any bounce from the Olympics, is hard to discern. The W.S.L. streams its tour events on its website and on YouTube, and said that the average audience size is 7 percent higher in 2021 than in 2019, with a 20 percent rise in total hours consumed.