SailGP appoints new agencies for inaugural 2027 race launch

Global sailing championship SailGP has appointed sports marketing agency 54 and Havas Media Hong Kong to lead the integrated marketing and audience engagement strategy for the American Express SailGP Hong Kong 2027. This follows a competitive pitch back in July.

Under the joint mandate, the agencies will deliver a comprehensive scope of services including paid media strategy and buying, event activation, and brand experience. The campaign aims to drive awareness, ticket sales, fan engagement, and commercial impact for SailGP’s Hong Kong debut, taking place on 23 to 24 January 2027.

The appointment builds on a three-year partnership between 54 and Havas Media Hong Kong, which has previously managed high-profile regional sporting events such as HSBC LIV Golf Hong Kong and the LINK Hong Kong Open.

The collaborative strategy will combine data-led media planning with immersive fan experiences and city-wide activations, positioning the event against Victoria Harbour's iconic waterfront setting.

Charlie Clack, managing director, Havas Media Hong Kong, added: "This appointment is a testament to the strength of the collaboration between Havas and 54 and the incredible work our teams have delivered across some of the region's most prestigious sporting events."

"Hong Kong has a proven appetite for global sporting spectacles, and SailGP offers a unique combination of elite competition, innovation and entertainment. Through an integrated media, activation and brand experience strategy, we are excited to help build anticipation, grow audiences and establish SailGP Hong Kong as one of the standout events on the international sporting calendar," Clack added.

Vicky Jones, managing director, APAC, 54, said: "We are incredibly proud to have been selected by SailGP to support the launch and delivery of the American Express SailGP Hong Kong 2027. SailGP represents one of the most innovative and exciting properties in world sport today, and the opportunity to help bring that vision to life in Hong Kong is hugely exciting. Our partnership with Havas Media Hong Kong has already demonstrated what can be achieved when strategic communications, fan engagement and commercial expertise come together, and we look forward to creating another world-class event experience."

Mark McCartney, head of marketing and communication, APAC, SailGP, said: "As SailGP continues to build momentum across Asia, Hong Kong represents a strategically important market with a passionate sports audience and an iconic waterfront setting."

"We were impressed by the combined expertise, creativity and proven delivery credentials of 54 and Havas Media Hong Kong. Their successful track record on major international sporting events gave us confidence that they have the talent and local market understanding required to help make SailGP Hong Kong 2027 an unforgettable experience for fans, partners and stakeholders alike," McCartney added. 

MARKETING-INTERACTIVE has reached out to Havas Media Hong Kong for more information. 

Related articles:

Former Tiffany & Co. and ONE marketer Erica Kerner joins sailing league SailGP