International sailing series SailGP has significantly expanded its commercial relationship with global professional services firm KPMG.
Through a tie-up, KPMG becomes the 12-team league's first digital transformation partner.
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There will be a particular focus, London-based SailGP has said, on the league's fan acquisition and engagement strategy.
SailGP has said that this tie-up will bring its fans more personalized digital experiences, and that KPMG will play a leading role in "the development and delivery of new and engaging products to strengthen SailGP's connection with fans around the world."
The aim is to increase the growth and momentum of SailGP's digital channels.
This latest agreement adds to the existing tie-up between the two parties that began when the series first launched in 2021 – KPMG is currently the title partner of the Sydney Sail Grand Prix, while from next year the firm will act as a regional partner for races in Australia (Perth and Sydney) and Auckland (New Zealand).
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By GlobalDataThe new agreement has been unveiled with SailGP's 2025 season coming to an end later this month, with the final race of the season in Abu Dhabi on November 29 and 30.
Andrew Thompson, managing director at SailGP, has now said: "KPMG has a wealth of experience in assisting some of the world’s best-known sports organizations – enhancing their fan engagement, expanding audiences, and ultimately taking a data-driven approach to identifying and implementing new opportunities for growth and expansion."
In early October, SailGP agreed a multi-year extension of its deal with Corpay, the global financial services firm. Through the renewal, the company will continue as SailGP’s official foreign exchange (FX) payments supplier.
Corpay first partnered with SailGP in 2019.
Other major SailGP sponsors include the likes of title sponsor Rolex, Emirates, DP World, and Oracle.
Martin Sheppard, KPMG Australia's chair, added: "We have combined our deep expertise in advising leading sports organisations with our data-driven approach to support SailGP’s impressive growth and future plans. Together, we are setting new benchmarks for performance and innovation, in sport and beyond.”
In terms of SailGP's digital growth, the series has claimed that there has been a 25% increase in "follower growth" season-on-season, and that in July this year, its highest-ever digital viewership was recorded, with its Racing on the Edge docuseries recording over one million views.
