SailGP Unveils First Global Marketing Campaign Ahead of Season Two

SailGP has unveiled its plans to launch its first global marketing campaign titled 'It's Not What You Think' that showcases how the global championship is transforming a traditional sport into a revolutionary world-class spectacle. The campaign will launch in January 2020 as part of the buildup to Season two, which kicks off February 28th-29th in Sydney, and comes as the organisation has made three significant hires to lead the development and execution of media and marketing efforts. 

The campaign will aim to challenge global audiences’ perception and highlight that SailGP isn’t sailing in the traditional sense, but rather a progressive sport that utilises breakthrough technology on supercharged F50 flying catamarans, inshore format racing and broadcast innovation to bring fans closer to the action than ever before. Recognising that people across the world are drawn to human emotion and compelling personal stories in sport, SailGP worked in coordination with multi-award winning design and advertising agency GBH to develop a campaign that spotlights the moments and experiences that unite communities, against the backdrop of awe-inspiring athleticism featured on the world’s fastest sail racing boats. 

The creative was shot by acclaimed director Max Fisher – whose ability to capture natural performances in an elegant nature led to him working with some of the world’s most recognisable brands – in coordination with Knucklehead, an award-winning production company. The campaign’s cinematic approach features relatable lives, people and moments through a global lens, showcasing the raw human emotion, passion and interaction that fuels all sports.