Jeep is blazing a new sponsorship trail.

The iconic off-road vehicle has partnered with the World Surf League, the brand’s first global sponsorship platform.

The tie affords vehicle display at events on six continents and exposure in WSL TV broadcasts and digital media inventory.

FCA US (Fiat Chrysler Automobiles) partnered with WSL to support Jeep’s global sales momentum. Jeep recorded more than one million sales across the globe in 2014, setting a new all-time high for the third consecutive year.

FCA—which changed its name from Chrysler Group in December 2014 as part of its ongoing integration into parent company Fiat Chrysler Automobiles N.V.—is counting on global markets to drive future growth.

The brand this year will begin local manufacturing in Brazil and will return to China for the first time in nearly a decade.

“While achieving one million vehicle sales in 2014 was certainly a milestone, 2015 will be a transformational year in the globalization of the brand,” said Mike Manley, Jeep brand president and CEO, in a statement.

In addition to the WSL’s global footprint, the automaker was drawn to the surfing organization’s shared values with the Jeep brand.

“Jeep stands for freedom, adventure and authenticity, which aligns with the values of the WSL,” said John Millar, FCA US head of cross regional marketing.

The partnership took six to seven months to put together, said Mark Noonan, WSL global chief commercial officer, noting that FCA gained buy-in from regional offices and other stakeholders before proceeding with the relationship.

“They had support from top leadership, but they didn’t mandate it down. They built it up by involving and educating their regions.”

Jeep is the latest new sponsor of the former Association of Surfing Professionals. ZoSea Media Holdings, Inc. purchased the ASP in 2012 and consolidated event marketing rights under the WSL umbrella.

ZoSea also increased prize money for the women’s tour, consolidated media rights and placed more focus on non-endemic brands.

“We did those things to make the tour more presentable and more accessible. But one thing didn’t change: we have the best surfers in the world.”

How Jeep Will Activate The Partnership
The WSL sponsorship affords title of the tour leaderboard, yellow leader jersey and naming rights to the WSL Longboard Championships in China.

Jeep is promoting the sponsorship on

Jeep also will display product at WSL events and award two vehicles (Jeep Wrangler and/or the new Jeep Renegade) to the 2015 WSL men and women champions.

FCA will kick off on-site activation at this week’s Oi Rio Pro in Rio de Janeiro..

Jeep’s other sponsorships include Juventus F.C., USA Basketball and a 12-year-old partnership with the ESPN Winter X-Games.