The Brief

SailGP is a challenger sports property rewriting the rules of sailing and sport. The league features national teams racing identical 50-foot foiling catamarans at iconic global venues while championing sustainability. Our remit: supercharge PR and media efforts alongside their in-house team to drive awareness and position SailGP in top tier consumer and business media.

Campaign Execution

We operate as an extension of SailGP’s comms team, responding to weekly business needs. Key activity has included developing the strategy for a purpose-led brand campaign, announcing the first female driver Martine Grael, supporting multiple sponsor launches and industry profiling of key spokespeople from around the business. Consumer highlights include securing top tier coverage high-profile team investors including Kylian Mbappe (France), Anne Hathaway (Italy), and Hugh Jackman/Ryan Reynolds (Australia).

With SailGP returning to UK shores after three years for the Portsmouth race, we're leveraging sports collaborations and athlete features to maximize 'home' race impact and push awareness to an all time high.

Results

Since the 2025 season launch in November: 82 pieces of coverage secured, 27% in tier 1 media, reaching over 625 million people.

Figures accurate as of 29 May 2025

SailGP: 2025 Season Global Comms