The WSL announced today the hiring of Nicole Metzger as its Chief Revenue Officer, and, as is customary for the institution, the professional's work experience comes from outside the world of surfing, including women's golf, basketball, and American football.

She replaces Cherie Cohen, who left to work at the X Games at the beginning of the year, but the position has been vacant since then.

Similarly, Metzger quit her job at the golf league in January and was unemployed.

“Metzger joins the WSL with more than two decades of commercial leadership experience in professional and collegiate sports, where she has driven transformative revenue growth, high-impact brand partnerships, and innovative licensing strategies at some of the world’s most recognized sports organizations. In this role, Metzger will oversee the WSL’s global partnerships, licensing, and business development, while leading efforts to advance the league’s commercial strategy,” the statement said.

They add: “Metzger is a commercial leader with experience optimizing assets, increasing revenue, and modernizing sales structures to maximize performance. Her ability to connect sports properties with global brands to drive revenue and build purpose-driven partnerships will be critical to the WSL’s continued growth and success.”

The institution's CEO, Ryan Crosby, said: "Nicole brings significant experience and success in sports partnerships and revenue generation to the WSL. She joins us at a pivotal time as we look to expand our global presence through commercial partnerships. Nicole's extensive track record in driving partnerships through innovative approaches will undoubtedly fuel our continued growth and future success."

“I’m thrilled to be joining the WSL at such a dynamic time for the league and the sport,” she said. “Surfing isn’t just a sport; it’s a global lifestyle with an incredibly passionate and engaged community. I see a tremendous opportunity to create impactful, purposeful partnerships that connect brands to this culture in authentic and meaningful ways. I’m honored to help lead the WSL into its next phase of growth and global influence.”

On LinkedIn, she describes herself as: “An entrepreneurial, driven, and solutions-oriented sales and marketing leader with over 20 years of experience closing multi-million-dollar deals with top brands. She has demonstrated her ability to transform any business need into a creative opportunity, optimizing product offerings, driving revenue growth, and improving market visibility. Passionate about developing partner-centric, innovative, comprehensive, and highly profitable partnerships. A dynamic and hands-on leader, she is enthusiastic about collaborating with each partner to achieve their success. Committed to a consultative sales approach, taking the time to understand the differences and motivations of each organization. Deeply dedicated to training and developing an industry-leading sales, marketing, and customer service team. She has established strong, high-level corporate relationships at the local, regional, and national levels across multiple industry sectors.”