SailGP, the most exciting racing on water, has unveiled its global brand campaign today for the 2026 Season – ‘Think Racing. Think SailGP.’ – to kick off the league’s biggest and boldest season to date.
The 2026 Season begins this weekend (January 17-18) with the Perth Oracle Sail Grand Prix presented by KPMG, which is the first stop on a robust global calendar that spans five continents. A record 13 nations will fly above the water at over 100km/hour (60 miles/hour) in front of roaring grandstands at iconic destinations around the world.
‘Think Racing. Think SailGP.’ is a confident and modern expression of SailGP’s brand spirit – one that’s bold, ambitious and unmistakably fresh – as SailGP speaks with conviction as one of the most exciting brands in sports. The campaign enters the global sports conversation by inviting more than 300 million racing fans to think bigger, faster and bolder; and to see SailGP as the future of the sport.
Leah Davis, Chief Marketing Officer of SailGP, said: “SailGP was created to challenge convention, and ‘Think Racing. Think SailGP.’ captures that mindset in its purest form. We’re not here to follow legacy playbooks — we’re here to redefine racing with speed, spectacle and culture. SailGP is racing redefined, and this season we are making sure the world feels it, putting us alongside the world’s most progressive sports properties by raising the bar and owning our space.”
Throughout the season, the campaign will come to life across every touchpoint — from Perth to Portsmouth and Rio de Janeiro to New York — through innovative out‑of‑home placements, digital storytelling, high-impact media moments, and creator and athlete‑driven content designed to drive interest and build repeat viewership. This immersive, fast‑paced creative approach aims to draw more fans into the world of SailGP race after race, while driving the commercial value that positions SailGP alongside the world’s top global sports championships.
BONDS Flying Roos SailGP Team’s Tom Slingsby said: “Racing in SailGP is unlike anything else in sport – it’s fast, unpredictable and unforgiving, and that’s exactly what makes it so exciting. SailGP is about pushing limits, making split-second decisions and being comfortable at extreme speeds. This season will be the biggest season yet, and we’re excited to put on a show for fans around the world.”
U.S. SailGP Team’s Anna Weis said: “SailGP demands total commitment. At these speeds, every decision matters and there’s no room for hesitation. You’re flying on the water, managing pressure in real time, and competing at the highest level. This season is about pushing limits and reinforcing SailGP as the standard for high-performance racing.”
The Rolex SailGP Championship, co-founded by Larry Ellison and Sir Russell Coutts in 2018, is an annual global championship in iconic cities around the world, redefining the sport of sailing with its close-to-shore stadium racing.
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