The fast-paced sailing championship has teamed up with GBH and Knucklehead


SailGP is kicking off its first global marketing campaign with a spot called It’s Not What You Think, which aims to highlight that “SailGP isn’t sailing in the traditional sense”.

The campaign (below), which launches a month in advance of SailGP’s first 2020 event – the Sydney SailGP on 28 February – showcases the F50 flying catamarans; inshore format racing; the athleticism of the sport; and the broadcast innovation of SailGP.

“This campaign aims to be our introduction to the masses.”

It was created by ad agency GBH and directed by Max Fisher for Knucklehead.

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SailGP CMO Tim Godfrey said: “We’ve been driven by the goal of introducing a modern, redefined nation-versus-nation sporting experience to a global audience and this campaign aims to be our introduction to the masses.”

GBH creative director and founder Peter Hale, said: “SailGP is something completely new, but comparable to other mass audience sports in that it doesn’t require a longstanding relationship in order to feel passionate about it. The campaign will operate on an emotional level to appeal to a diverse and international audience in what could be their introduction to this adrenaline-filled global racing championship.”