SailGP is a relatively new sailing series that is, as the name suggests, modelled on Formula 1 motorsport. Developed by America’s Cup legend Russell Coutts and leveraging the broadcast technology developed for recent America’s Cup events managed by ORACLE Racing and funded by Larry Ellison.
Powered by Nature™, SailGP is adrenaline-fuelled racing as eight teams go head-to-head in iconic venues across the globe for a winner-takes-all $1 million prize. Expect human emotion, state-of-the-art technology and incredible drama as elite athletes fly cutting-edge wingsailed catamarans in thrilling close-to-shore races.
SailGP Official Website.
Why Sponsor SailGP
SailGP has a lot of thinking behind it. The series has attracted some of the best modern day sailors in the world, including Ben Ainslie, Tom Slingsby, Jimmy Spithill and Pete Burling.
- SailGP is designed to be an annual series of events that take place in markets where sailing is popular. In 2021, 8 events were published on the calendar – Bermuda, Italy, United Kingdom, Denmark, France, Spain, New Zealand, United States (San Francisco).
- SailGP teams are nation based. Sailors are sailing for their country, which increases support from fans. countries include the USA, New Zealand, Australia, Japan, Spain & Denmark.
- The SailGP media product is professionally produced for TV. The series also leverages social media channels.
- SailGP’s Inspire Learning program aims to provide young people with education experience through sailing as we #RaceForTheFuture including hands-on learning experience through innovative STEM (Science, Technology, Engineering, Math)-based elements, SailGP Inspire Learning helps young people engage with the science of sailing in a dynamic, inspirational and engaging way.
SailGP Sponsorship Considerations
This product is backed and financed by Larry Ellison and ORACLE. Series similar to SailGP have existed before (like the Extreme Sailing Series) and they have a ‘shelf life’. Either sailors move on to the next shiny thing or the owners decide to stop investing in the product.
- SailGP uses a one-design F50 foiling catamaran with a hard wing sail. While they are fast and exciting, there is more focus on the skill of the sailors than the innovation and development abilities of the team.
- Foiling multihull catamarans appeal to a younger audience (including younger sailors), however there are many older sailors that are not fans. Critics of the series also say that racing is ‘procession-like’ with a lack of overtaking opportunities.
- While the strapline for SailGP is ‘Powered by Nature’ the series uses a lot of carbon fibre and teams fly between venues.
SailGP Sponsorship Strategy
SailGP has been created as a platform to provide commercial sponsors a platform to align with messages around community engagement, inclusion, diversity and sustainability.
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