Surf Life Saving NSW is proud to announce that ABE’S Bagels has signed on as a partner of the organisation for the 2025/26 season.
In joining the SLSNSW family, ABE’S Bagels will become the Official Youth Partner of the organisation, supporting initiatives at a grassroots level through the club ecosystem as well as broader state events and programs.
Born over 25 years ago in a hole-in-the-wall café and now the leading bagel brand in Australia, ABE’S Bagels are crafted with quality ingredients, bold flavours, and an obsession with taste.
They’re all about energy, hustle and ambition, which makes for a clear synergy of values with SLSNSW and in particular, our juniors.
“Surf Life Saving is such a great activity for young Aussies to build confidence, community, and character. We’re proud to fuel that with a product that’s all about energy, quality, and a bit of fun. That’s the ABE’S way,” ABE’S Bagels CEO Jesse Newson said.
“At ABE’S, we’ve spent over 25 years doing one thing well, bagels. And we love seeing that same single-minded focus and dedication in the youth surf lifesavers we’re supporting.
‘We’re excited to be backing these future legends as they grow their skills, show up for their community, and hopefully sneak in a bagel or two along the way.” ABE’S Bagels Head of Sales and Marketing Catherine Parlane said.
Indeed, the ABE’S Bagels partnership will see the New Zealand-based company act as the Supporting Partner for both the 2026 Junior Lifesaver of the Year (JLOTY) program and the 2026 NSW Age Surf Life Saving Championships, where its logo will feature on the iconic pink rashie of junior competitors.
ABE’S will also support club Nipper programs with the rollout of new equipment and water safety uniforms, while the first major event to carry the ABE’S name will be the 2025 NSW Awards of Excellence in August, where ABE’S will act, as with the JLOTY and State Championships events, as a Supporting Partner.
“This is a really exciting partnership because there is a very clear crossover in core values here between SLSNSW and ABE’S Bagels,” SLSNSW CEO, Steve Pearce said.
“To see ABE’S identify the importance of youth surf lifesavers within our movement and throw support behind giving them the best opportunity to shine is a great endorsement of the morals and community-first attitude that fuels not only Surf Life Saving but ABE’S as well.
“We are delighted to have them onboard and look forward to what the year together brings for our members and the broader community.”
Friday 15 August 2025