Emirates has announced a sponsorship expansion with Sir Ben Ainslie’s British squad in the international sailing competition, SailGP. In this new association, the brand will take on the role of title sponsor for three years.
Beginning with this weekend’s race in Sydney, the team will be referred to as the Emirates Great Britain SailGP Team. On the wing sail and hulls, the crew displayed the fresh red and white colour palette in addition to the Emirates emblem on Thursday as it sailed its foiling 50-foot catamaran around the Opera House and Sydney Harbor Bridge.
There are still three regattas left in SailGP’s third season, which will result in a $1 million, winner-takes-all championship race at the conclusion of the San Francisco regatta in early May.
Furthermore, the United States Sail Grand Prix in Chicago, which will serve as the opening regatta of Season 4, will be sponsored by Rolex as part of a 10-season collaboration, which was confirmed by SailGP the day before the announcement of the Emirates deal in Sydney.
On the partnership, Ainslie, said, “I don’t think it’s any exaggeration to say that Emirates is one of a handful, if not the biggest and most prestigious brands in sports sponsorship. So, for our team to be associated with that is a massive statement. We’re incredibly proud to now be partnered with Emirates. We’ve talked a lot about the collaboration that we’re looking to set up with our team with like-minded partners that really want to come together and share a lot of these challenges around sustainability.”
Emirates, Chief Marketing Officer, Boutros Boutros, said, “We’ve always been interested in growing our sports portfolio in the UK. We’re proud sponsors of Arsenal and Emirates FA Cup; and we also support cricket, tennis and golf across the country. When Ben reached out with an opportunity to expand our presence into the sailing world, we were very interested. Sailing is also one of the most sustainable sports in the world and that’s a key part of our collaboration. We look forward to working closely with like-minded partners to share challenges, and ideas and drive joint sustainability initiatives.”
At the start of the Sydney regatta, the Emirates Great Britain SailGP Team is third in the nine-boat fleet, trailing only Team Australia and New Zealand.