SailGP strikes multi-year extension with IMG

IMG will focus on extending SailGP's global media rights distribution and finding new commercial agreements for SailGP.

SailGP, one of the world’s fastest-growing sports assets, signed a new multi-year extension contract with IMG, a leader in sports, events, and media, to continue as the racing league’s worldwide agency of record and drive the property’s future development.

IMG will focus on extending SailGP’s global media rights distribution, and finding new commercial agreements for the league, its participating teams, and events while offering strategic assistance and advice to SailGP’s commercial team. The company will keep influencing SailGP’s long-term growth aspirations by using the IMG network’s full range of services, in addition to boosting SailGP’s pledge of championing a world powered by nature via transformational purpose-led collaborations.

In 2020, prior to its second season, SailGP teamed up with IMG, which is part of Endeavour – a strategic investor in SailGP. Since its inception in 2019, the league has developed substantially, and it is beloved by fans all over the world for its high-speed, high-tech, nation-versus-nation structure played at renowned stadium-style facilities. It is broadcast in over 200 countries, has a long list of partners that includes Rolex, Emirates, Oracle and Cognizant and has seen substantial growth and engagement across all digital media.

Andy Thompson, Managing Director, SailGP, said, “IMG has been an integral part of our success and growth to date, working in partnership with our own commercial and broadcast teams. It is no secret that we have ambitious goals and aims as we accelerate the growth of our league into new territories and sectors and build our fan base around the world. The extension of our agreement with IMG is a key part of this strategy as we continue to develop exciting new commercial partnerships for the league, our teams and our events that we believe will be game-changing, not just for SailGP but also for the wider industry.”

Robbie Henchman, President of Global Partnerships, IMG and On Location, said, “In just three seasons, SailGP has quickly established itself as one of the world’s fastest-growing sports properties and we, like so many fans around the world, are excited about the future of this dynamic, forward-thinking league. Together with SailGP and IMG’s global network and expertise, we aim to continue delivering major partnerships that can be transformational for SailGP and the broader industry, fuelling further global reach, fan engagement and long-term commercial growth.”

The competition made its inaugural trip in New Zealand this season and recently announced a broader Season 4 schedule, beginning June 16-17 in Chicago, with 12 events bringing the action to Canada and Los Angeles for the first time, leading to the winner-take-all Grand Final in San Francisco July 13-14, 2024.

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