Babybel partners with Surfing Australia as official healthy snacking partner
The global cheese brand has signed a new national partnership with Surfing Australia, to be its 2026 official healthy snacking partner.
The announcement:
Iconic global cheese brand Babybel has announced a new national partnership with Surfing Australia, stepping in as the organisation’s official healthy snacking partner for 2026.
As part of the partnership, Babybel will feature across a series of major Surfing Australia events throughout 2026 in QLD, NSW and WA, including flagship moments such as the Australian Boardriders Battle Grand Final presented by NRMA Insurance and the Australian Junior Surfing Titles.
Babybel will bring its signature “fun kind of good” to Surfing Australia’s multi-day events with dedicated activation zones and large-scale sampling, designed to engage participants, athletes and spectators with a playful, feel-good brand experience.
A cornerstone of the collaboration is Babybel’s support of the NRMA Insurance SurfGroms Learn to Surf program, which operates across coastal communities nationwide. The program introduces children aged 5–12 to surfing while teaching essential water safety and ocean awareness skills, with previous involvement from surf icons including Olympic medallist Owen Wright.
Alongside NRMA Insurance Surfgroms sessions, Babybel will activate fun, family-friendly pop-ups aimed at making the learning experience memorable, while fostering a supportive and inclusive community built around healthy habits – both in the ocean and at snack time.
“Surfing is such an integral part of Australia’s coastal lifestyle and a culture embraced by millions,” said Eric Jeanmaire, country manager for Bel Groupe ANZ. “We’re thrilled to partner with Surfing Australia to bring the globally loved Babybel brand to beaches around the country – connecting with families through healthy, feel-good moments that make a real difference.”
Luke Madden, chief of sport & partnerships at Surfing Australia, said the partnership highlights a shared commitment to participation, family and wellbeing.
“We’re stoked to partner with Babybel, a brand that aligns strongly with Surfing Australia’s mission to create a healthy, happy and active Australia. It’s a natural cultural fit, and we’re excited to see Babybel in the hands of groms and families in 2026 as a go-to post-surf snack that complements the surfing lifestyle.”
Together, Babybel and Surfing Australia aim to inspire healthier, more sustainable lifestyles – supporting people and the planet, one wave at a time and one Babybel at a time.
Source: Twenty6forty4 Communications
