SailGP has agreed a multi-year renewal agreement with IMG.
The deal sees the Endeavor-owned sports, events and media business continue as the racing league’s global agency of record.
As part of the extended partnership, IMG will focus on ‘expanding SailGP’s global media rights distribution – working alongside SailGP’s in-house team – and developing new commercial partnerships for the league, its participating teams and events, as well as providing strategic support and assistance to SailGP’s commercial team.’
IMG says that SailGP will benefit from its full range of services across the IMG network, with the pair focusing on the sport’s sustainability commitments and ‘purpose-led partnerships.’
SailGP and IMG also stated that they are ‘exploring further opportunities to grow the league together via other areas of the Endeavor network, including Seven League, 160over90, Film 45 and Endeavor Analytics.’
SailGP first partnered with IMG in 2020 ahead of its second season. Since its launch a year previously, the climate-focused boat racing league has grown significantly. Now broadcast in more than 200 territories, its growing roster of partners includes Rolex, Oracle, NEAR and Cognizant.
It recently announced an expanded Season 4 schedule – starting in June in Chicago – with 12 events that will include visits to Canada and Los Angeles for the first time, culminating in the Grand Final in San Francisco July 2024.
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, added, “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.”
