Purpose Driven Partnerships: How SailGP is Redefining Sponsorships?
SailGP is a global sailing league that was established in 2018, with headquarters in London and New York. While it is known for hosting high-speed sailing competitions, its mission goes beyond just sports—it is deeply committed to sustainability.
SailGP: Leading the Charge for Sustainability in Sports
SailGP is committed to creating a positive environmental and social impact through its “Race for the Future” initiative. This initiative focuses on using clean energy, reducing carbon emissions, and promoting social responsibility across the league. Their sustainability efforts are driven by a three-pronged approach, focusing on people, planet, and profit, ensuring operations benefit the environment while also being economically viable.
Purpose
SailGP’s sustainability initiative, Race for the Future, seeks to position the league as the most sustainable and purpose-driven sports platform. Its primary focus is on environmental and social impact, promoting clean energy, reducing carbon emissions, and advocating for inclusivity in sports. SailGP integrates sustainability into all aspects of its operations, from using wind-powered boats to investing in grassroots programs that drive positive change. Through its Purpose & Impact Report, SailGP highlights its progress and inspires other sports organizations to adopt sustainable practices.
SailGP’s Sustainability Initiatives
SailGP is more than just high-speed racing—it’s also committed to creating a lasting environmental impact. Here’s how the league integrates sustainability into its core:
- Impact League:
A unique second leaderboard that rewards teams for sustainable actions, such as using clean energy, reducing waste, and promoting diversity. - UN Climate Neutral Now Initiative:
SailGP achieved triple-gold status for measuring, reducing, and offsetting its carbon footprint. The league aims to reduce emissions by 55% by 2025 and supports UN renewable energy projects. - Renewable Energy Solutions:
The Emirates GBR team developed a portable solar and wind-powered system, enabling off-grid operations during events and reducing reliance on traditional energy sources. - Recognition & Awards:
SailGP’s sustainability efforts were honored with the Environmental Sustainability Award at the FEVO Sports Industry Awards.
Future Impact of SailGP
Technological Advancements
- Artificial Intelligence (AI) Integration:
SailGP is incorporating AI to enhance race operations and improve the viewer experience. AI-powered race marks, which are electrically operated via GPS, are a key example, boosting event efficiency while aligning with sustainability goals.
Sustainability Initiatives
- Clean Energy Partnerships:
SailGP has extended its collaboration with ePropulsion for two additional seasons, aiming to further develop electric propulsion systems for support boats and autonomous race marks. This partnership supports SailGP’s ambitious goal of hosting 100% clean energy-powered events by 2025.
Enhanced Fan Engagement
SailGP keeps fans connected and engaged in exciting, interactive ways, enhancing both the in-person and virtual experience:
Impact League:
The Impact League integrates sustainability into the competition, providing fans with an additional reason to support their favorite teams while promoting sustainable practices.
AR and VR Experiences:
Fans can enjoy 360-degree race views, real-time stats, and interactive features through the SailGP mobile app, whether watching from home or attending the event.
Social Media & Live Streams:
Live-streamed races, behind-the-scenes content, and fun challenges on social media ensure fans remain involved in the action, both online and offline.
Race Villages at Live Events:
On-site, fans can experience hands-on activities, meet-and-greets with athletes, and eco-friendly initiatives, deepening their connection with SailGP.
Influencing Global Climate Action
SailGP has firmly established itself as a leader in sustainable sports by being triple-gold certified under the UN Climate Neutral Now Initiative. This recognition highlights their dedication to making sports more sustainable and sets a strong example for businesses, cities, and other sporting events to adopt serious climate goals.
SailGP’s goal of reducing carbon emissions by 55% by 2025 reflects its commitment to global climate action and encourages others to take bold steps toward sustainability.
How SailGP is Changing the Game Globally
Making Sports More Sustainable
- Impact League:
This unique ranking system rewards teams for their eco-friendly actions, encouraging others in the sports industry to adopt similar practices. It serves as a powerful tool to inspire a broader shift toward sustainability in sports. - Race for the Future:
SailGP is actively engaged in global climate initiatives such as COP28, proving that sports organizations can be powerful advocates for climate change solutions. This initiative highlights the role sports can play in combating environmental challenges.
Championing Diversity & Inclusion
- Gender Equality:
SailGP is committed to creating equal opportunities for both men and women, aiming to promote gender balance in future seasons and ensure that all athletes have equal access to competitive platforms. - Powerful Partnerships:
By partnering with organizations like Apex, SailGP is furthering its mission to promote both diversity and sustainability in sports, aligning with a broader social agenda to create inclusive and equitable environments.
Bringing Innovation to Sailing & Beyond
- Faster, Smarter Boats:
SailGP’s high-tech foiling catamarans are setting new standards in both racing and marine technology, pushing the boundaries of performance while incorporating cutting-edge design and engineering. - Next-Level Fan Experience:
Collaborating with tech giants like Cognizant and Ericsson, SailGP is improving real-time race data and enhancing digital engagement, ensuring that fans can enjoy an immersive, high-tech viewing experience.
Making Waves in the Sports World
Big-Name Collaborations
- Partnering with Sport Impact Summit:
SailGP has teamed up with the Sport Impact Summit to push sustainability across global sports, further solidifying its commitment to positive environmental change in the industry.
Attracting Top Investors
- Kylian Mbappé Investment:
The France SailGP Team recently welcomed Kylian Mbappé as an investor through Coalition Capital, in partnership with his charity, Inspired by KM. This collaboration brings a major sports icon into the sustainability fold. - Marc Lasry and Avenue Sports Fund:
In late 2023, Marc Lasry’s Avenue Sports Fund spearheaded the purchase of the USA SailGP Team, with notable investors including Issa Rae, Deontay Wilder, Gryffin, and NFL stars. These investments underscore SailGP’s growing global appeal and its appeal beyond the traditional sailing audience.
Social Impact
5,636 kWh of Renewable Energy
- Emirates GBR Team:
The Emirates GBR Team has generated 5,636 kWh of clean energy using their portable solar and wind-powered installations, reducing their reliance on fossil fuels during events and contributing significantly to sustainability efforts.
2,000 Young People Reached
- USA SailGP Team:
Through a partnership with RISE, a social justice organization, the USA SailGP Team has conducted Diversity, Equity, and Inclusion (DEI) workshops. These initiatives aim to educate and empower 2,000 young people across the USA, promoting social justice and inclusion.
760 kg of CO₂e Saved
- Spain SailGP Team:
During an event in Cádiz, the Spain SailGP Team tested sustainable fuel in their chase boats, successfully reducing carbon emissions by 760 kg (CO₂ equivalent). This is another step towards lowering the environmental footprint of SailGP’s operations.
Season 4 (2023–2024)
Cádiz, Spain
- Building on previous success, the Season 4 event in Cádiz generated a record local economic investment of $100.9 million (€95.6 million).
This marks a 77% increase compared to the prior season, showcasing the growing impact of SailGP events on host cities.
Auckland, New Zealand
- The upcoming Auckland event is forecasted to provide a multimillion-dollar economic boost, further reinforcing the consistent positive impact of SailGP events on local economies and host cities globally.
Conclusion
SailGP isn’t just changing the game in sailing—it’s redefining purpose-driven partnerships and demonstrating what sports can achieve beyond just competition.
What stands out most is how sustainability isn’t merely a side initiative but is integrated into SailGP’s core identity. From the Impact League to partnerships with Rolex, Emirates, DP World, and Agreeko, every move reflects a deep commitment to a greener future.
With top investors and global brands aligning with this vision, it’s clear that sustainability in sports is not only possible, but it’s also the future. SailGP is setting a powerful example—and we believe this is just the beginning of something much bigger.
