SailGP

SailGP is a global sailing championship in which national teams race identical high-speed foiling catamarans in harbours around the world. Founded by Larry Ellison and Russell Coutts, it was designed to make sailing faster, closer to shore and easier to follow on television. Its YouTube channel has more than a million subscribers.

The channel combines race coverage with explainers and leadership content. SailGP 101 and Everything About SailGP introduce the teams, boat technology and rules. Russell Coutts, the league’s CEO, discusses plans for the season, and a Sailing As: CEO feature follows his work. Mic’d-up videos and previews of host cities, including Halifax, show how events are presented to fans.

The league is a modern example of a sport rebuilt around events, broadcast and technology.

SailGP belongs on The Shelf because it shows how a niche sport can be repackaged into a global league. The format, boats, host cities and broadcasts were all designed with audiences, sponsors and media partners in mind.

Its leadership content is especially useful. Hearing the CEO discuss growth, host cities and strategy gives insight into how a league balances athletes, technology, partners and fans.

For SPMA readers interested in global events, destination marketing or new league models, SailGP offers a clear case study. Canadian readers may also note the league’s visits to Canadian host cities.

Each event is designed as a destination product. Host cities pay fees and receive tourism and broadcast exposure, while the league sells partnerships around sustainability, technology and global reach.

The league’s national team format also helps build fan identity across countries, including Canada’s team, which gives Canadian fans a direct connection to the competition.

Watch SailGP’s channel to understand how a league is built around events and media. Start with SailGP 101, then watch Russell Coutts discussing the season’s plans.

Next, watch the Sailing As: CEO feature and the teams and technology explainer.

As you watch, think about how each event creates value for host cities, sponsors and broadcasters. That will help you understand careers in event management and global sport.

After watching the explainers, follow one SailGP event weekend and note how the league uses content before, during and after racing.

Consider the host city’s perspective: what does it gain, and what does it need to provide?

If you are interested in event management, research how SailGP selects host cities and what facilities they need.