SailGP, the international sailing series, has renewed its content partnership with Story10, the global video production and distribution agency.
The renewed agreement will see Story10 continue to distribute and promote SailGP video content from each event of its third season, including all race highlights, pre- and post-race reaction, athlete features, and social initiatives, to its global distribution network of media outlets, across broadcast, digital, and social.
Story10 claims to have an international network of more than 400 media organizations.
SailGP first partnered with Story10 for its second season and, according to the agency, the sailing series’ video content was shared around the world via 377 different media outlets.
Through Story10’s partner network, SailGP content will be promoted in key markets across multiple platforms, including placement on sport-dedicated social channels.
All video distribution will be “underpinned with bespoke usage and data insights, enabling SailGP to tailor its content, drive fan engagement and demonstrate tangible value to current and potential sponsors.”
Season three of SailGP began in Bermuda last month (May) and will continue with the first of its two US legs in Chicago this weekend (June 18 and 19).
The expanded SailGP calendar, spanning 2022-23, will feature a total of 11 races.
Melissa Lawton, SailGP chief content officer, said: “As SailGP continues to expand its calendar and its teams, we are also attracting larger audiences than ever to our world-class broadcast product.
“Our successful partnership with Story10 will once again allow us to serve our dedicated fans, wherever they are in the world, and welcome new ones to SailGP in season 3.”
James Dobbs, managing director of Story10’s parent company SNTV, said: “After the success of the second season, it is fantastic to continue building exposure of SailGP’s brand through our unique global distribution network, driving international reach and fan engagement for SailGP, whilst delivering high-quality sporting drama to our audiences worldwide.”
Story10 launched last year and is the branded content division of sports video news agency SNTV, which is a joint venture between international sports and entertainment company IMG and AP.
The agency aims to help brands, federations, and sports organizations promote themselves more effectively in campaigns.
Story10 has provided services for major brands including Puma, Mercedes, and Heineken, as well as motor racing’s Extreme E and UK horse racing’s Royal Ascot meeting.
It recently renewed its content partnership with the Professional Triathletes Organization and signed a new deal with Super League Triathlon.
The company has access to video crews in territories worldwide and regional production hubs in London, Dubai, Singapore, Tokyo, Rio de Janeiro, and Los Angeles.