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 pandemic. By pivoting to a fully digital content strategy and integrating innovative technologies like blockchain, SailGP maintained momentum and grew its global fanbase despite unprecedented obstacles.
Michael Porter served as Head of Marketing at SailGP, leading the global marketing team through the pandemic pivot and executing the digital first strategy that sustained the championship's growth through disruption.
The championship successfully delivered 18 races across multiple continents while building a scalable digital engagement model during the most challenging period in live sports history.
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 to drive global engagement.
Collaborations with top agencies ensured that each race maintained visibility and excitement, even without in person attendance.
Measurable Results:
Successfully delivered 18 races across global markets during the pandemic period
Maintained and grew global fanbase despite zero in person event attendance for extended periods
Built digital content production and distribution infrastructure that sustained engagement without live events
Created scalable digital first marketing model that worked across all market conditions
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.
This approach enabled local activation while maintaining global brand consistency across all touchpoints.
Measurable Results:
Established globally consistent brand presence across multiple markets and continents
Developed replicable event marketing toolkit that enabled local teams to execute effectively
Integrated sustainability messaging into all marketing activity, reinforcing brand positioning
Maintained commercial partnerships and fan engagement through unprecedented disruption
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.
Measurable Results:
Launched world's first SportsDAO owned sports team in partnership with NEAR protocol
Integrated blockchain technology into live event fan experience
Created innovative fan engagement model using NFTs and cryptocurrency incentives
Positioned SailGP as technology forward sports brand willing to experiment with emerging platforms
