Lost Shore is Europe's largest inland surf resort, set just outside Edinburgh. Their annual flagship event, the Hi-Land Fling, brings together 20 of Europe's best professional surfers for a three-day showcase of high-performance surfing, with competitors vying for Best Air and Best Wave titles. Alongside the competition there's a film screening, DJs, a BBQ, and genuine access to the athletes. It's a proper event, built for people who take surf culture seriously.

The situation

Lost Shore had a headline event with real credentials and a compelling audience. What they needed was a commercial partner that genuinely belonged in that space, one that would add energy, reach, and resource while feeling native to the event and its community.

What Smiddy Marketing delivered

The job was to identify a brand whose values mapped directly onto the event. Rubicon RAW, the energy drink from one of the UK's most recognisable exotic fruit drinks brands, was the natural fit. Their positioning around exotic flavours and exciting adventures aligned naturally with the spirit of the Hi-Land Fling, and an established track record of surf sponsorship across UK events and festivals meant the partnership felt credible from the outset. The sponsorship was structured around three clear objectives: consumer trial of Rubicon RAW on site, brand visibility throughout the event, and content capture for Rubicon's PR and digital channels.