ABOUT

SailGP, the world’s most exciting racing on water, officially launched its Season 4 ‘We Are Racing’ Global Brand Campaign with a week-long digital 3D OOH immersive full screen takeover at the world-renowned Piccadilly Lights in London.

With Season 4 well underway, SailGP is laser-focused on bringing the best racing to fans, both new and pre-established, across the globe. ‘We Are Racing’ aims to drive brand awareness and grow the league’s global fan base. The launch in central London comes as the global championship begins its European leg.

Using innovative DeepScreen® technology produced and developed by Ocean Outdoor and SailGP’s own production team, the 30 second takeover includes action-packed footage showcasing SailGP’s hydrofoiling F50s and dramatic 3D graphics highlighting Sir Ben Ainslie’s Emirates Great Britain SailGP Team, three-time SailGP championship winners Australia plus the United States SailGP Team. Imitating SailGP’s own high-octane events and close to shore racing, passersby watched the F50’s fly out of the screen and come hurtling towards them at unbelievable speeds.

The Piccadilly Lights activation also celebrates SailGP’s new UK broadcaster with ITV becoming the latest home of SailGP and the Emirates Great Britain SailGP team. Fans can stream all the events live on ITVX with highlights from each event available the following week.

As part of the first phase of the season-long brand campaign, SailGP also unveiled new team identities for the national teams competing in the league. Tying in with the league’s strategy to put fans at its heart, the new identities provide an opportunity to drive deeper engagement with fans and build greater national affiliation to the teams – particularly with a younger audience – helping to grow the teams’ fan base. Recent Los Angeles Sail Grand Prix winner Diego Botin’s Spain SailGP Team has been relaunched as ‘Los Gallos’ after the team was nicknamed the young roosters by Spanish fans and France SailGP Team becomes ‘Les Bleus’, due to the historical nickname given to many French sporting teams of the past and present.

Developed by SailGP and WePlay, ‘We Are Racing’ tells the story of SailGP’s commitment to delivering heart-stopping, cutting-edge sport with purpose, to recruit a new generation of racing fans worldwide. This breakthrough global campaign will run across 14 markets – relevant to SailGP’s teams and event locations – and leverage a range of digital platforms, social channels and broadcast partnerships to reach an ever growing global audience.

The campaign brings fans closer to the action through feature hero content, behind the scenes footage, athlete marketing and immersive storytelling – around the teams, athletes, events and purpose – to give fans an intimate view into the world of SailGP and emphasizing why SailGP is one of the most exciting new developments in the global sporting calendar.