Sportfive, the international sports marketing agency, has been hired by the US SailGP Team as its global sponsorship partner agency.
Through the agreement, the agency will provide the sailing team with sales and marketing services to help grow its roster of corporate and brand partners and “secure new revenue opportunities.”
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The US SailGP Team, which was among the six founding sides in the series, was acquired last November by a wide group of investors from the sport, technology, and media industries in what was touted as the sailing league's biggest such tie-up so far.
The Avenue Sports Fund, led by Avenue Capital Group chief executive Marc Lasry, was the lead investor, with other members of the investment group including founding Uber engineer Ryan McKillen, two-time world champion sailor Mike Buckley, world champion boxer Deontay Wilder, former US soccer player Jozy Altidore, Muse Capital’s Assia Grazioli-Venier, entrepreneur Gary Vaynerchuk, and NFL stars DeAndre Hopkins, Malik Jackson, Roquan Smith, and Kayvon Thibodeaux.
The US team’s commercial portfolio includes Red Bull, T-Mobile for Business, and Zhik.
Buckley, the chief executive and co-owner of the US SailGP Team, has now said: “Sportfive has an impressive network and deep relationships with marquee brands around the world.
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By GlobalData“As part of one of the fastest growing sports properties, we have a lot to offer partners thanks to a global racing calendar, an award-winning TV product, incredible hospitality, and impressive audience growth.”
The 2023-2024 SailGP season features 10 teams and a 13-event global calendar.
The ongoing season four will stage its ninth event this weekend (May 4 and 5) in Bermuda. It will then head to Halifax Canada, before concluding with races in New York and San Francisco.
SailGP has four US races on its calendar this season, with events in Chicago and Los Angeles kicking off the campaign last year.
Steve Loy, Sportfive president of Americas, added: “The extraordinary growth of SailGP is undeniable and the US SailGP Team’s impressive ownership and investor group is proof that the sport of sailing is being redefined.
“Creating revenue opportunities for our sports properties is paramount to our business and we see SailGP sitting uniquely between our golf and F1 businesses.”
SailGP is one of the only global professional sport leagues that has men and women competing on the same team, an aspect that Sportfive believes is “both a competitive advantage and an incredible opportunity for brands.”
Sportfive, meanwhile, has a portfolio of more than 60,000 rights holders, brands, hospitality clients, and broadcasters and claims to generate over $1 billion in gross sales per year on behalf of its rightsholder clients.
