OluKai is expanding its use of sponsorship to reach new audiences and access a new sales channel.

The 12-year-old Hawaiian-inspired footwear brand has signed new agreements with endurance sports events, golf tournaments and music festivals, with additional deals in the works for 2018.

Ties include the Alaska Airlines Bay to Breakers footrace in San Francisco, RBC Heritage presented by Boeing PGA Tour golf tournament on Hilton Head Island, S.C., and the Tuck Fest music and outdoor lifestyle festival in Charlotte, N.C.

OluKai also has signed a new partnership with South by Southwest music, film and interactive confab, around which the company gains sales rights at the SXSW Marketplace.

In addition, OluKai this year will return to the Bottlerock Napa Valley music festival in California and the GoPro Mountain Games in Vail, Colo.

And it doesn’t end there: The company plans to sign additional deals with properties that draw young, aspirational experience seekers.

“We’re looking to round out the entire calendar year,” said Melissa Ziegler, OluKai director of marketing, who plans to sponsor at least one event each month.

OluKai uses sponsorship to accomplish two primary objectives: introduce its brand to new audiences and gain on-site sales rights.

“We want to introduce the brand to people who may not know it and give people who know it a reason to come by and say hi.”

OluKai sells products in a lanai-themed lounge at each event, tailoring giveaways and experiences to each audience. That includes offering shaved ice at SXSW and coconut water at Bay to Breakers.

The company is gearing up two new activations in 2018: surprise and delight experiences for loyal customers (backstage access, etc.) and Instagrammable moments that can extend the company’s presence on social media.

Ziegler points to the shaved ice at SXSW as an example of a photo-worthy moment. “People can visit us at our booth and share a shaved ice with us. That will be something that will enhance the SXSW experience.”

The company also plans to host live murals at sponsored events, around which attendees can take photos and engage mural artists.

OluKai, which sells through its web site as well as independent and national retailers (Nordstrom, REI, etc.), also leverages sponsorship with the trade. That includes ticket sweepstakes and Hawaiian-themed happy hours at stores before and after sponsored events.

“It’s a way to thank our shops and drive additional business.”

OluKai sponsors golf tournaments to promote its scandals as a post-game footwear option.  The company sells through golf club pro shops.

“It’s a growing business and an area of interest.”

Previous OluKai sponsorships include the Arroyo Seco Weekend in Pasadena, Calif. and the Bumbershoot music festival in Seattle.