Vans U.S. Open of Surfing

SURF’S UP: The Vans brand will continue to have prime real estate in the next few U.S. Open of Surfing contests as the annual event’s name sponsor.

The Cypress, Calif.-based company, which has begun rolling out a barrage of marketing activities surrounding its 50th anniversary, said today it renewed its partnership with the World Surf League and IMG for the Vans U.S. Open of Surfing in Huntington Beach, Calif.

This year’s contests are slated for a July 23-31 run and will be Webcast live on July 25.

The event was previously sponsored by Nike, which bowed out of it in 2012.

Today’s deal for Vans follows a burst of activity in March when the company kicked off its yearlong birthday celebration with events at its House of Vans event spaces in Brooklyn and London in addition to pop-up events in places such as Austin, Tex., São Paulo and Cape Town.

The company, which was acquired by VF Corp. in 2004 for $396 million, ended last year with $2.2 billion in revenue, up 7 percent from a year earlier and making good on a goal set by its parent in 2012 to hit that sales target by year-end 2016.

Vans is set to move to new global headquarters in Costa Mesa, Calif., early next year, which would consolidate a team that’s scattered across multiple buildings.