The Financial Reality of SUP and Foil Racing Events
In our 15-year history at Stand Up Magazin, we have seen SUP races come and go. The financial burden is the daily bread and butter for event organizers. While athletes are determined to race their best and media strive to produce world-class coverage, organizers are hustling behind the scenes to create the platform on which it all happens.
We’ve seen this before: the legendary Battle of the Paddle, later transformed into the Pacific Paddle Games, or the Ultimate SUP Showdown, when an ultra-wealthy backer managed to secure a sports TV deal. Despite early hype, many of these great SUP events eventually fell victim to underfunding and unsustainable business models.
The list is long. One of the most prominent examples is the APP Tour, which has battled financial issues for over a decade. Even the ISA SUP World Championships remain uncertain—here we are in the third quarter of 2025, and no funding has been secured for this year’s event.
Molokai2Oahu and Maui2Molokai: Iconic Races Under Threat
The latest example comes from Hawaii: the legendary Molokai2Oahu (M2O) and the Maui2Molokai (M2M). Both are traditional, world-renowned races with massive international recognition. Yet both are plagued by chronic underfunding.
In fact, both events rely heavily on the goodwill of the Hawaiian Tourism Authority and, increasingly, on donors outside the watersports industry. This year, the M2O was largely saved by the U.S. Coast Guard after the HTA pulled out mostly. Thankfully, brands like Florence Marine X, Armstrong Foils, and Dryrobe also stepped up to support amongst others non industry but local Hawaiian supporters.
Clare Albino: “It’s Not Just an Event, It’s a Production”
Clare Albino, organizer of the Maui2Molokai, recently sent a survey that outlines the financial urgency:
““Organizing an event of this scale requires substantial financial support, and entry fees alone cannot sustain it. This is not just an event—it’s a production! To bring the Foil event back in 2026, we’ll need industry cash support by December 2025. Both M2O and our team, alongside the incredible Molokai community, have dedicated countless hours fueled by a passion for the ocean. The Foil represents an exciting new frontier in water sports, and the community is eagerly anticipating its return. To make the 2026 event a reality, we’re seeking industry support. We need financial contributions ranging from $2,000 to $10,000, with a target of $50,000–$75,000 for the Molokai Holokai. Securing these funds is crucial before we can open entries or obtain the necessary permits for 2026. Without this sponsorship pledge, neither the Molokai Holokai nor the M2O Foil will take place. We are beginning our permit process, but we will not open entries until these funds are secured. Additionally, we will not engage in last-minute planning. Proper planning requires an entire year and is essential to minimize stress on all involved.”
This clear statement highlights the immense effort and dedication required to keep these crossings alive.
The True Cost of SUP Event Organization
This is a clear statement and a testimony to how much work goes into these crossings. At the Stand Up Magazin, we have covered both the M2M and M2O for over a decade. In fact, we have also participated in the M2M as well as helped organize it. The number of hours that go into such an event is mind-boggling. If you were to pay people a regular salary to put on an event of this scale, it would take a team of at least four, each earning up to $80K annually. Of course, this is not the case—most of the work is done by volunteers. The people who put on these events all have other jobs.
A Small Budget by Global Sports Standards
Here’s the tough reality: an actual working budget of $150K is “pocket change” in the world of major sports. Some people spend more than that on a watch. But for SUP and Foil, this amount is the deciding factor between keeping traditions alive—or losing them.
To have both races return, the industry now needs to step up with solid pledges. Judging by the severity of the statement above, and from conversations we’ve had with people close to the matter, we can foresee that if the budget doesn’t come together, there will be no M2O or M2M in 2026. From experience, we know that at some point, individuals begin to ask themselves whether all the effort is still worth it when no real progress is being made.
The question is: Can our industry raise this amount to secure the 2026 events? At the Stand Up Magazin, for example, we are far from being able to pledge even the minimum amount asked. In fact, we are asking our readers to support our work, as we find ourselves in a situation similar to that of the organizers. Given how difficult it is right now to find support among industry advertisers, we continue to hope for the best but prepare for the worst.
Crowdfunding: A Possible Solution
Let’s make a hypothetical situation: our combined M2O and M2M YouTube coverage drew around 5,000 views. If every single viewer contributed just $25, that would create a budget of $125K—enough to change the game.
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This model could also work for the races themselves. If every fan of Molokai2Oahu and Maui2Molokai pledged a small donation, the community could raise well over $125K. That would not only cover event costs but even allow organizers to provide proper prize money for athletes.
There are two models:
- Many give a little.
- Or a few give a lot.
Unfortunately, in 2025 neither model materialized. The M2O was saved by sponsorship from the Coast Guard and a few supportive brands, while the Molokai Holokai survived almost entirely on volunteer goodwill.
A Call to Action: Support the Future of SUP and Foil Events
The message is clear: SUP and Foil racing needs support. Event organizers need sponsors. Media like Stand Up Magazin needs advertisers and readers who value independent coverage.
In our case, the best we can do is keep our tip jar open and ask for support. If we can reach 500 subscribers by the end of the year, we pledge to put some—or even all—of the prize money toward the Koa Kai Triple Crown 2026.
Without this kind of support, the future of legendary events like Molokai2Oahu and Maui2Molokai remains uncertain. With it, SUP and Foil can continue to thrive and inspire.
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