THE World Cup is coming to the English Riviera, bringing a bookings bonanza for local businesses in its wake.

Athletes from around the world will be setting course for Torbay in 2026 to take part in the SUP World Cup, the prime global showdown for the planet’s best stand-up paddleboarders.

It’s another feather in the cap for the bay, and another step on the way to fulfilling the resort’s ambition to become the UK’s SUP ‘capital’.

The week-long World Cup will begin on 24 June 2026 with an opening ceremony featuring hundreds of children from local schools. The prestigious titles will be decided over a week of races.

Although around 200 of the world’s elite paddlers will be taking part, entry to the event is open to anyone, meaning local racers can pit their skills against the best.

Upwards of 1,000 paddlers are expected to take part.

It will be the first SUP World Cup event of this scale to be held in the UK, and alongside the elite events there will be community paddles and taster sessions for beginners.

The event had its official launch at the Hampton by Hilton hotel on Torquay harbourside, where Torquay paddler Brendon Prince – the only man so far to take a SUP right around the British coastline in one go – said: “This is going to be incredible.

“It will be the biggest event of its kind in Torbay since the 1948 Olympic sailing competition. In the last week alone I’ve had calls from athletes in Puerto Rico, Miami, France, Australia, New Zealand and South Africa asking where the nearest airport to Torbay is.”

He said Torbay was the perfect location for the sport, with a variety of beaches and facilities. And, he said, the support of Torbay Council and the English Riviera BID Company (ERBID) had been invaluable.

“There was a time when you would suggest an event and it fell on deaf ears, it really did,” he said. “It was really hard. But now the council, the councillors and ERBID are so on-point and supportive.”

ERBID chief executive Carolyn Custerson said the event could be worth millions of pounds in bed-nights and business for the bay, while Torbay councillor Jackie Thomas (Con, Kings Ash), the cabinet member for tourism and events, said it could put the bay on the sporting map.

“It’s going to be massive for our bay,” she said. It’s going to help our economy, with the visitor numbers to support our hotels, restaurants, cafes and businesses.

“When Brendan came to us with his ideas, I sat up immediately and thought this could be a fantastic opportunity for us. What could be better than the backdrop of our English Riviera?”