Navigating SailGP Through Uncharted Waters.
Over three and a half years, SailGP evolved from a burgeoning sailing championship into a resilient global sports brand, delivering 18 races amidst the challenges of the COVID-19 pandemic. By pivoting to a fully digital, content-led strategy, and integrating innovative technologies like cryptocurrency, SailGP maintained momentum and grew its global presence despite unprecedented obstacles.
Pivoting to Digital Engagement
With the onset of COVID-19, traditional event marketing was impossible. The strategy shifted to a fully digital approach, leveraging paid media, online content, and social platforms. Despite limited archive footage, compelling new content was created, driving global engagement. Collaborations with top agencies ensured that each race maintained visibility and excitement, even without in-person attendance.
Building a Unified Global Brand
SailGP’s globally managed, locally coordinated model was crucial in delivering a consistent brand experience across markets. The central marketing team developed event marketing toolkits, messaging, and community outreach tactics, seamlessly integrating sustainability initiatives and commercial objectives. Despite setbacks, the brand maintained its global presence and continued to grow its fanbase.
Pioneering Innovation in Sports Marketing
In a groundbreaking move, SailGP partnered with NEAR to launch the first SportsDAO-owned team, integrating cryptocurrency wallets into event experiences. This innovative approach included billboard advertising with incentivised crypto wallet downloads, offering fans NFTs, merchandise, and drinks tokens. The initiative demonstrated SailGP’s commitment to pushing boundaries and exploring new technologies in sports marketing.
