The iconic Surf Life Saving Iron Series will have the biggest shake up in its 40-year history, with a new naming rights sponsor set to usher in a fresh generation of talent.

Shaw and Partners Financial Services was today unveiled as the new naming rights partner of the Surf Life Saving Australia’s Iron Series, extending their significant investment in surf sports across the country.

The Shaw and Partners Iron Series will look to expand the field from 40 to 56 starters, creating greater opportunities for younger athletes to qualify and have the opportunity to compete on the national stage.

Additionally, the prize pool will also increase from $325,000 to over $400,000 with the male and female Iron Series winners to both walk away with an Isuzu MU-X vehicle courtesy of Race One Surf Craft.

Shaw and Partners Financial Services have long supported surf sports and athletes right across the country as naming rights of the Coolangatta Gold as well as the Summer of Surf Series.

Surf Life Saving Australia, CEO Adam Weir, said today’s announcement marks an exciting new chapter for the Iron Series.

“On behalf of Surf Life Saving Australia, I would like to welcome Shaw and Partners Financial Services as the naming rights partner for the Iron Series.

“Across many years, Shaw and Partners Financial Services has invested significantly into helping grow surf sports from the grassroots through to the elite, including the Shaw and Partners Financial Services Coolangatta Gold.

“It is a fantastic opportunity for this sport to have a Partner like Shaw and Partners Financial Services that are willing to get behind the event for a three-year deal which will provide everyone involved with great certainty and help grow its profile, increase the talent pool and drive innovation.

“The Iron Series is an iconic feature on the Australian summer sporting calendar, and with the support of Shaw and Partners Financial Services we are excited to see what can be delivered together as part of this new era,” he said.

Shaw and Partners Financial Services CEO Earl Evans said “Partnering with Surf Life Saving Australia for their iconic Iron Series, which has been a cornerstone of Australian sports for over 40 years, is a true privilege for us at Shaw and Partners Financial Services. We are excited and humbled to be involved in this journey. Our commitment is to continue growing and developing the Iron Series, much like we approach all our endeavours.

The athletes who compete are among the toughest and fittest on the planet, and the sport has seen a remarkable reinvigoration over the past 3-4 years, with its popularity soaring. This partnership marks the next step in that exciting evolution. We’re thrilled to be the Naming Rights Partner of the Shaw and Partners Iron Series and look forward to contributing to its continued success.”

The new naming rights deal brings to a close the naming rights association with Kellogg’s Nutri-Grain, who have supported the sport for close to 40 years.

“Surf Life Saving Australia would like to thank Kellogg’s for their long-standing support of the Iron Series across many decades. This announcement will see a changing of the guard as we welcome a new naming rights partner,” said Mr Weir.

Defending Series Champions Ali Day and Lana Rogers are excited and already looking forward to the upcoming Iron Series.

“It’s so exciting, Shaw and Partners have been a huge supporter of mine, and for them to come in and help our sport and partner with Surf Life Saving Australia and the Iron Series is massive,” said Day.

“It’s a really exciting time for our sport and maybe it’ll keep me going for three more years!

“I’ve had a really good break in the off season, fitting in with a family of four now which is really exciting. We’re in the trenches a little bit at the moment, but really excited for the summer to come,” said the five-time Iron Series Champion.

“There’s always pressure – I don’t feel it externally from anyone else it’s probably just from me, I’m coming towards the end of my career, and I want to do as well as I can for me and for my family. I see pressure as a privilege and I’d definitely love to win the Iron Series again this season”.

Current Iron Series, Coolangatta Gold and Australian champion Lana Rogers says the 2024/25 Shaw and Partners Iron Series is sure to be memorable.

“I’m really looking forward to it and having Shaw and Partners on board is going to be special, it always is,” said Rogers.

“Everyone is going to be excited, and nervous, and it’s going to be a season for the history books that’s for sure.

I’m feeling good and I’m excited – I think my goal or focus for this season is just to keep working hard, still keep learning and enjoy the big moments,” Rogers added.

Surf Life Saving Australia (SLSA) would also like to officially welcome Race One Surf Craft as an official partner of the Shaw and Partners Iron Series. Race One are a leading surf craft manufacturer and craft of choice for many of the Shaw and Partners Iron Series athletes.

SLSA also acknowledges the continued support of Engine Swim as the official swimwear provider for the Shaw and Partners Iron Series for the upcoming season.