Unlock the Secret to Reaching Elite Audiences: Why Top Brands Are Racing To Sponsor Sailing Events
Reading time: 6 minutes
Sailing has emerged as a powerful sponsorship platform, attracting top brands seeking to connect with affluent, environmentally conscious audiences. Prestigious global sailing events like SailGP, the America’s Cup and The Ocean Race offer high visibility, innovation, and a strong alignment with sustainability. SailGP, in particular, stands out with its fast-paced, data-driven races and commitment to environmental stewardship, appealing to brands focused on technology, innovation, and ESG (Environmental, Social, Governance) initiatives.
With a premium audience - 65% of whom are in upper-income brackets - sailing provides unique opportunities for brands to engage luxury consumers and align with values of prestige, sustainability, and innovation.
David Rothenhaeuser
Published on October 2nd, 2024
In this Insight:
Unlocking Sponsorship Potential in Sailing
In the world of sports marketing, brand partnerships are essential to communication endeavors. The partnerships align with the brand‘s goals by enhancing visibility, promoting the brand purpose and delivering exceptional customer experiences. They are a proven strategy within a comprehensive marketing mix of a brand.
While traditional sports such as football, tennis and motorsport dominate the landscape, the sport of sailing offers a powerful and growing opportunity for brands seeking to align with innovation, sustainability and exclusivity. With prestigious global events, an affluent audience and a strong focus on environmental responsibility, sailing has become an attractive platform for companies looking to enhance their marketing mix.
Among the many global sailing platforms, SailGP stands out as a cutting-edge series with an exciting format and growing international appeal, offering unparalleled sponsorship and hospitality opportunities for brands. This article explores how sailing - particularly SailGP and the US SailGP Team - can provide unique advantages for brand partnerships.
The Growth of Sailing as a Sponsorship Platform
Sailing has evolved from niche beginnings into a global sport with a rich history of prestige and innovation.
Events like the America’s Cup, Vendée Globe, The Ocean Race and SailGP draw millions of viewers, offering brands access to passionate, engaged audiences. However, despite the growing attention, many struggle to distinguish between these platforms. The America’s Cup is the oldest and most prestigious event, known for cutting-edge technology and intense national rivalries. In contrast, the Vendée Globe is a solo, nonstop race around the world, highlighting endurance and adventure.
The Ocean Race focuses on teamwork, with crews navigating extreme conditions across multiple ocean stages. SailGP, a newer addition to the sailing world, features high-speed foiling catamarans in thrilling, close-quarters competition across a global circuit.
Each platform showcases a different aspect of the sport, from innovation to individual endurance and team dynamics.
Sponsorship spend in sailing has seen significant growth in recent years. According to Global Sponsorship Insights, annual sponsorship in the sport now exceeds $450 million, driven by its reach into key markets such as Europe, North America and Asia. This expansion is bolstered by the environmentally conscious image sailing presents, making it a highly appealing prospect for brands with a focus on sustainability.
Sailing is a sport with a high-profile, affluent audience, offering an unparalleled opportunity for brands to reach premium consumers. Reports from Kantar show that 65% of sailing fans fall into the upper-income brackets, making them a valuable demographic for luxury, technology and financial services brands.
The Unique Sponsorship Opportunities of SailGP
One of the most exciting developments in professional sailing is SailGP, a global championship series launched in 2019. SailGP features national teams competing in identical, high-performance F50 foiling catamarans that can reach speeds of nearly 60 knots (110 km/h). The series has redefined sailing with its fast-paced races, cutting-edge technology and emphasis on sustainability, making it a prime sponsorship opportunity for forward-thinking brands.
Why SailGP Stands Out:
1. High-Speed, Spectacular Racing: SailGP races are designed for excitement, with short, high-intensity formats that take place near city shores, making the action more accessible to fans. The F50 catamarans used in the races are equipped with data-driven technology, appealing to brands that value innovation and advanced performance metrics.
2. Global Reach: SailGP is a truly international series, with events taking place in premier cities like Sydney, San Francisco and Saint-Tropez. The series reaches millions of viewers worldwide, with SailGP’s total audience reach in 2022 exceeding 300 million across various digital and broadcast platforms, according to Nielsen. This global exposure gives brands the opportunity to connect with diverse audiences and build international recognition.
3. Sustainability Commitment: A key element of SailGP’s identity is its strong commitment to sustainability. The league has made environmental stewardship central to its mission, with initiatives like the ’Race for the Future’ that aim to inspire climate action. Brands that align themselves with SailGP can showcase their own ESG (Environmental, Social and Governance) strategies by partnering with a sport dedicated to reducing its carbon footprint and promoting clean energy.
4. Tech-Savvy, Engaged Audience: SailGP attracts a younger, more digitally engaged audience compared to traditional sailing events. The average SailGP viewer is 35 years old and the sport’s strong presence on social media and digital platforms makes it appealing to brands looking to engage younger consumers.
The US SailGP Team: A Premier Sponsorship Opportunity
Within SailGP, the US SailGP Team offers a particularly compelling sponsorship opportunity for brands looking to connect with American and global audiences. Led by Jimmy Spithill, a two-time America’s Cup-winning skipper, the team is one of the top competitors in the series.
Sponsoring the US SailGP Team provides brands with access to a large and loyal American fanbase, as well as global exposure through the team’s participation in international events. SailGP’s U.S. Grand Prix races, such as those held in San Francisco and New York, attract thousands of spectators on-site and millions more through media coverage.
For brands targeting U.S. consumers, the team’s combination of performance, innovation and sustainability provides a natural alignment. The team also competes in SailGP’s Impact League, where teams score points based on sustainability actions, further enhancing its appeal to environmentally conscious brands.
Advantages of Sponsorship in Sailing
1. Affluent and Influential Audience
Sailing appeals to an audience of high-net-worth individuals, corporate leaders and decision-makers. Sponsorship offers brands the chance to reach high-income consumers, many of whom are involved in luxury markets, financial services and technology sectors. With 65% of fans falling into upper-income brackets, as reported by Kantar, brands can leverage sailing to access a demographic with significant purchasing power and brand loyalty.
2. Alignment with Prestige and Innovation
Sailing is synonymous with values such as innovation, luxury, adventure and sustainability. These qualities make it a perfect fit for brands in industries such as automotive, high-end consumer goods and technology. Longtime sponsors like Rolex, BMW and Louis Vuitton have used sailing to enhance their premium image and reinforce their association with cutting-edge design and precision.
3. Global Exposure
With its international events and extensive media coverage, sailing - particularly SailGP - provides global visibility for sponsors. Events like the America’s Cup and The Ocean Race attract billions of cumulative audience impressions and SailGP races are broadcast in more than 150 countries. Sponsorship offers brands a chance to reach diverse markets across Europe, North America and Asia, all while maintaining a premium image.
4. Sustainability and Corporate Responsibility
Sailing’s reliance on wind power and its emphasis on sustainability make it a natural partner for brands with environmental and social responsibility initiatives. SailGP’s focus on reducing environmental impact and clean energy, exemplified by its Impact League, allows sponsors to highlight their own green initiatives and commitment to reducing environmental impact.
5. Exclusive Hospitality and Networking
Sailing events offer some of the most luxurious and exclusive corporate hospitality experiences in the sports world. From VIP viewing areas to private yachts and gala dinners, brands can provide their clients and stakeholders with one-of-a-kind experiences that foster relationship-building in premium settings. SailGP’s hospitality packages, including access to race team members and behind-the-scenes experiences, allow brands to create unforgettable engagements with key partners.
Sponsorships in Sailing
Rockwool and Denmark SailGP Team
Sponsor: Rockwool
Success: Rockwool, a Danish insulation company, became the title sponsor of the Denmark SailGP team. This partnership allowed Rockwool to promote its sustainable building solutions while leveraging the visibility of SailGP’s global races. The brand’s connection to the sport’s focus on sustainability and environmental impact aligns with its corporate goals.
Impact: Through its sponsorship, Rockwool strengthened its brand image as a leader in sustainability. It has gained widespread exposure across SailGP’s global events while supporting Denmark’s push for clean energy solutions.
Emirates and America’s Cup
Sponsor: Emirates Airlines
Success: Emirates Team New Zealand has been one of the most successful partnerships in sailing. Emirates Airlines has benefited from aligning its brand with New Zealand's elite sailing team, especially during their victorious America’s Cup campaigns. The sponsorship has given Emirates exposure to an affluent, global audience, while the team has received financial backing to stay competitive.
Impact: The partnership showcased New Zealand's innovation and excellence in sailing and significantly elevated Emirates' global brand image.
Oracle and SailGP Series
Sponsor: Oracle
Success: Oracle has played a pivotal role as both the technology partner and a title sponsor of SailGP since its inception. The company supplies SailGP with advanced data analytics and cloud services that enhance team performance and viewer experience.
Impact: This partnership has positioned Oracle as a leader in cutting-edge sports technology, showcasing its cloud services and analytics capabilities on a global stage. By linking its brand to high-speed, cutting-edge competition, Oracle reinforces its image of innovation and technical excellence.
Land Rover BAR (Ben Ainslie Racing)
Sponsor: Land Rover
Success: Land Rover sponsored Ben Ainslie Racing (BAR), led by Sir Ben Ainslie, the most successful Olympic sailor in history. The partnership’s goal was to win the America’s Cup, one of sailing’s most prestigious trophies. Land Rover benefited from aligning its vehicles with elite performance and British excellence in sailing.
Impact: The association emphasized Land Rover’s off-road performance and adventurous spirit, translating into increased brand loyalty among sailing and automotive enthusiasts.
Rolex and Major Sailing Events
Sponsor: Rolex
Success: Rolex has a longstanding association with sailing, sponsoring prestigious events like the Rolex Sydney Hobart Yacht Race and Rolex Fastnet Race. Rolex’s commitment to sailing reinforces its brand identity of precision, luxury, and endurance.
Impact: This association has cemented Rolex’s position as a leading brand for high-end consumers. It also taps into the adventurous and competitive spirit of sailors, aligning with the brand’s tagline “A Crown for Every Achievement.”
Hugo Boss and Alex Thomson Racing
Sponsor: Hugo Boss
Success: Hugo Boss has sponsored British solo sailor Alex Thomson for years, including in the grueling Vendée Globerace. The partnership is one of the most iconic in sailing, known for its breathtaking marketing campaigns, such as Thomson’s daring stunts (e.g., “Skywalk”).
Impact: The sponsorship has enhanced Hugo Boss's image as a bold, modern, and adventurous brand, especially appealing to younger audiences. Alex Thomson’s highly publicized races and stunts brought massive media attention to the brand.
Helly Hansen and Various Sailing Events
Sponsor: Helly Hansen
Success: Helly Hansen, a Norwegian outdoor and sailing apparel brand, has sponsored numerous sailing events, teams, and individual sailors. Their technical gear is popular among professional sailors, with events like the Sailing World Cupand the Sydney to Hobart Yacht Race providing high-visibility opportunities.
Impact: Sponsorship allowed Helly Hansen to solidify its position as a premier brand for sailing enthusiasts while promoting its technologically advanced, high-performance products.
Volvo Ocean Race (Now The Ocean Race)
Sponsor: Volvo
Success: Volvo's involvement as the title sponsor of the Volvo Ocean Race was a transformative move, linking the brand with one of the most grueling, global, long-distance sailing events. It showcased Volvo’s commitment to durability, adventure, and sustainability.
Impact: The sponsorship helped Volvo reinforce its reputation for creating durable, reliable vehicles while also promoting environmental consciousness, especially as the race adopted sustainability-focused goals.
Ineos Team UK (America’s Cup)
Sponsor: INEOS
Success: British multinational chemicals company INEOS sponsored Ben Ainslie’s team to compete in the 36th America’s Cup. INEOS invested heavily in developing cutting-edge technology for the boat, aligning the company with innovation and high performance.
Impact: This sponsorship allowed INEOS to enhance its corporate identity beyond chemicals, positioning itself as a forward-thinking, high-tech company involved in elite sports.
eToro and SailGP Series
Sponsor: eToro
Success: eToro became an official partner of SailGP for the 2022 season, using the competition as a platform to promote its online trading platform.
Impact: By partnering with SailGP, eToro expanded its brand exposure to a premium audience, including high-net-worth individuals who align with the financial services market. This partnership has not only increased global visibility for eToro but also allowed it to position itself as a dynamic, forward-thinking company.
Conclusion
Sailing, with its premium audience, global reach and sustainability focus, offers a distinctive and highly valuable marketing platform for brands. Events like SailGP, with its high-speed action and commitment to clean energy, present a particularly attractive sponsorship opportunity for companies looking to align with innovation, sustainability and luxury.
Sponsorship in sailing is more than just visibility - it offers brands access to exclusive audiences, high-end hospitality experiences and the chance to showcase their commitment to environmental responsibility. Whether through the US SailGP Team, the America’s Cup, or other prestigious events, sailing provides a unique opportunity for brands to create meaningful, high-impact partnerships. For brands looking to stand out, sailing is a race worth joining.
