The SailGP CMO shares with Tim Healey insights from two decades at the forefront of sport, from activating national pride to converting casual viewers into loyal fans.
You’ve led marketing for Team GB, the Laureus World Sports Awards, and now SailGP. You also co-founded RyRy Compact during lockdown and served as a non-exec director for British Cycling. Can you walk us through your career journey so far?
After completing a masters in marketing practice, I set about travelling the world. I was always interested in sport, playing a lot of tennis and hockey growing up. I spent a summer in New York coaching tennis before deciding that I wanted to move to London to pursue a career in advertising.
I have spent close to 20 years in the sports and creative industries. My time at Ogilvy & Mather gave me a great foundation for the career I have today, as it built upon core principles of brand and product development, while also fuelling the need to be a well-rounded marketeer, able to talk to brand strategy, audience insights, the power of creativity and the importance of measurement and ROI. Those principles are still every bit as relevant today as they were when I was starting out.
Then, having loved my time on the ‘adland’ side of things, I ultimately knew that I wanted to have more of an ownership role in driving and steering the future of a brand. An opportunity came about in 2011, when I was offered a role at the British Olympic Association, where I helped to establish and lead the marketing team for Team GB. With the London 2012 Olympics just around the corner, it was a massive challenge but also a chance to build something that could truly resonate with the nation. Lots of stars aligned in 2012, but collectively, we created a really special moment in the world of sport in the UK at least. The team performed exceptionally well, our partners activated across the country from top to bottom and the media rallied around in support, embracing that very special London 2012 Olympic spirit.
After two Olympic cycles, I wanted to take on a more global role and build something long-term. Consulting was interesting, but I was missing the sense of ownership in driving a brand forward. That’s when SailGP came into the picture in January 2023, and I couldn’t resist the opportunity to be part of something that was on a clear course to redefine the future of it’s sport.
Leah at the GDS CMO Summit.
So you were responsible for ensuring that ‘Team GB’ became the face of the British Olympic effort?
The ‘Team GB’ name had already been trademarked by 2008, tied to the Beijing Games, but before London 2012, it was really just on the kit. The brand transformation came in the lead-up to London 2012, where my role was to launch ‘Team GB’ as a prominent, public-facing commercial brand, and one which could resonate as the nation’s favorite sports brand. It was a significant challenge, but a crucial one that ultimately shaped how the nation connected with and supported their Olympic team. A fun fact to know: the NHS, Team GB and pubs top a list of 50 things which make us proud to be British!
For our readers who may not know, what exactly is SailGP?
The Rolex SailGP Championship is a global sailing championship that’s bringing high-speed, high-tech racing to iconic locations around the world. 12 national teams battle it out in identical 50-foot foiling catamarans, racing at speeds over 100 km/h. The best athletes in the sport – male and female – compete for a total prize pot of $12.8m. It’s close-to-shore stadium racing, with world-class, water’s edge excitement and an Après-Sail atmosphere like no other.
SailGP was founded with a bold vision: to revolutionize the sport of sailing, making it more accessible and delivering a cutting-edge, dynamic experience for fans. Sir Russell Coutts and Larry Ellison envisioned creating a modern sports property, within the sport that they love, which resonates with a broader, modern-day fan. A key part of our mission is to demystify the sport, removing the barriers of overly technical jargon and making it relatable to racing fans. For instance, instead of calling them ‘Skippers,’ we say ‘Drivers’ and we measure speed in km/h rather than knots. This fan-focused approach ensures SailGP connects with our core sailing fans and a new generation of sports fans.
SailGP in Sydney, Australia.
What were the big milestones for SailGP in 2024?
The last few years have been a whirlwind of activity, marked by significant growth both on and off the water. A major highlight was the groundbreaking partnership with Rolex. Working with such a globally respected partner since the inception of SailGP has been incredible, and their renewed 10-year commitment promises exciting advancements in the years ahead.
Spain’s triumph at the Grand Final in San Francisco was another unforgettable moment. Witnessing their victory over powerhouses like Australia and New Zealand against the backdrop of the Golden Gate Bridge was truly special. Coincidentally, Carlos Alcaraz clinched the Wimbledon title, Sergio Gargia won Liv Andalucia and Spain won the Euros all on the same day, making it a Super Sunday for Spanish sport!
Our ‘Après-Sail’ experience in Abu Dhabi last year was a fun one. As the racing finished, the F50s lined the waterfront, our BYOB (bring your own boat) guests sailed right up to the concert and anchored nearby, and thousands of fans went from watching the thrilling racing to singing along to a medley of Take That classics as the sun was setting on a beautiful evening at Mina Zayed. That event marked something extraordinary for SailGP where sport truly did meet spectacle.
Looking ahead, 2025 is poised to be a pivotal year. Kylian Mbappé’s investment in the France SailGP Team is a game-changer for reaching new audiences. Additionally, our return to UK shores this summer, featuring Dylan Fletcher and Olympic icon Hannah Mills on the GBR team, is sure to generate considerable excitement.
Racing at close quarters and at high speeds increases the jeopardy during SailGP races.
How is your marketing team structured?
SailGP is a global championship with big ambitions, so we’ve built a marketing and communications team that mirrors that global reach. Our HQ is in London, but we also have regional teams across the Americas, Europe, the Middle East and APAC. We operate as a united global team, with specialists in brand, communications, media operations, fan engagement, event experience and digital marketing.
About 80% of our approach focuses on growing the global brand and events, while the other 20% is all about localization. It’s critical to tailor our global strategy to resonate with local audiences, especially when we’re entering new markets. That’s something I learned from my time at the Olympics – it’s not just about building a consistent global brand, but also about resonating with local fans wherever we go.
We’re also really excited to bring SailGP to South America for the first time in 2026, with Rio making its debut. The passion for sport in the region is incredible, and it will be great to see the Brazilian fans respond to the energy of SailGP and their home team, led by female driver Martine Grael.
Drawing on your leadership experience, what key lessons have helped you build a great marketing team?
I think the key to building a strong team is creating an environment where people feel valued and supported. It’s important to foster a culture that encourages hard work, but also one where people feel inspired and empowered to do their best work.
At SailGP, it feels like we are building something truly special. It’s hard work but also really rewarding to see how far we have come in less than five seasons. We take what we do seriously, but we also know how to enjoy the ride. And celebrating success is huge for us. We move quickly from one event to the next, but taking time to recognize the wins – big or small – is essential for keeping morale high and reinforcing the value of our team.
Champion yachtsman Russell Coutts is CEO of SailGP.
AI in marketing: what are the pros and cons?
AI is an amazing tool when used the right way. It allows us to personalize experiences at scale, which is something we couldn’t do before. At SailGP, we’ve seen how tech, like our Emmy Award-winning LiveLine graphics, is helping us to bring our sport to a broader audience in a more engaging way.
But I do think there’s a risk of losing the human touch. We can automate so much, and while that makes us more productive, marketing is ultimately about storytelling and creating emotional connections. If we over-rely on AI, we could lose that personal connection with our audience, and that’s a risk we’re definitely conscious of.
Any customer insights that surprised you?
One of the most encouraging insights we have is a high conversion rate of fans from awareness to fandom, around 74%. That’s been a game-changer in how we approach our media spend and strategy. We have a brilliant product, so the challenge now is how we scale that and take SailGP to broader global audiences year on year.
We’ve also seen that younger fans really care about purpose. They expect brands to align with their values, and fundamentally believe that purpose and profit can coexist. It’s also interesting that older fans are increasingly vocal about their desire for purpose-driven sports, which speaks to the larger societal shift towards environmental responsibility and gender equity.
Can you share a marketing mistake you’ve made and what you learned from it?
I’ve definitely learned that sometimes less is more. There have been times when we’ve tried to do too much with a campaign – layering it with too many elements. But the real success has come when we focus on a few things and do them really well. Simplifying and being clear on what makes SailGP special, while having fun along the way – that’s always been the winning formula for us.
Fans in Auckland, New Zealand watch the racing.
What marketing myth would you like to bust?
The myth that a bigger budget guarantees success. We don’t have the large marketing budgets of F1, NFL or the Premier League, but we punch above our weight by being strategic with our choices. Creativity, brand personality and delivering a top-notch product – that’s how you cut through the noise. You don’t need millions to make an impact if your message resonates and your target audience is engaged.
What advice would you give your younger self?
Three things: back yourself, be curious, and build a network.
Back yourself – once you’ve done the research, trust in your abilities and don’t be afraid to take risks. Being curious is key in marketing – ask questions, learn from different perspectives, and embrace the constant change in the industry. And finally, build a network of interesting people and be someone who adds value to others. Surround yourself with good people who challenge and inspire you.
The F50 is a one-design foiling catamaran used in the SailGP race series.
What question would you ask the next senior marketer you interview?
What is it about SailGP that caught your eye…?
What’s your favourite ad from your youth?
It’s got to be the Coca-Cola ‘Holidays Are Coming’ ad. That jingle and the trucks, it’s iconic. The ad captured the magic of the holiday season and felt like a cultural moment. It’s timeless, and even now, I get nostalgic every time I hear it.
If there’s one thing you know about marketing, it is…
Marketing is all about being audience-obsessed. Understanding your audience – their needs, desires, and motivations – is the foundation of every successful campaign. Never underestimate the power of research, and never stop learning about what truly resonates with your fans.
You might die tomorrow so make it worth your while. Worth Your While is an independent creative agency helping brands do spectacular stuff people like to talk about. wyw.agency.
This interview has already appeared in The Drum. Discover the best campaigns, industry insights and interviews from world-leading marketers, creatives and more.
