Rolex has taken center stage as the first-ever title sponsor of SailGP, ushering in what many are calling a new era for the world of competitive sailing. The agreement, celebrated recently as SailGP kicks off its fifth season, marks the culmination of Rolex's long-standing commitment to the sport, which spans nearly 70 years.
SailGP’s global championship features national teams from countries such as the U.S., Italy, and Germany, battling it out on identical high-tech, high-speed 50-foot foiling catamarans. These spectacular vessels can reach nearly 60 miles per hour, with the promise of even faster speeds approaching 110 km/h with the new technology on board. The excitement surrounding these events has drawn major brands, as many teams have also secured sponsorships from well-known firms like Red Bull, Emirates, and Deutsche Bank.
With the recent deal, the championship will henceforth be known as the Rolex SailGP Championship. The announcement was timed perfectly as it coincided with the launch of the 2025 season championship at the UAE Pavilion of Expo City, Dubai. SailGP CEO Sir Russell Coutts expressed immense pride at the partnership, stating, "The sailing sport’s new era is the Rolex SailGP Championship. Rolex’s legacy of precision and performance is perfectly aligned with our vision of creating an exciting global championship."
Rolex’s increased involvement reflects its strategic push to engage with younger audiences and reposition sailing as competitive and accessible. The luxury watchmaker is not just partnering for revenue—it’s about elevATING the fan experience. According to Coutts, this partnership offers more consistent branding and marketing visibility than the fragmented sponsorships typical of traditional sailing events.
The financial stakes are also high. SailGP has positioned itself to draw significant prize money—up to $7 million this season. This investment signals confidence as SailGP transitions from its initial centrally-owned model to independent team ownership. From only two privately owned teams at its inception, now ten out of twelve teams are privately financed, indicating strong interest and financial backing from investors.
Meanwhile, the series has been growing its digital presence, with broadcast viewership soaring by 48% year-on-year, securing around 200 million viewers across 212 territories worldwide, with the largest TV audience recorded during the Spain Sail Grand Prix, pulling 1.78 million viewers.
Despite all this growth and excitement, challenges lie ahead. The partnership's potential to repulse segments of the fanbase due to Rolex's luxury branding is something SailGP must navigate carefully. There’s concern about alienation of lower-income fans, and whether the glitzy image might overshadow the sport’s rich traditions.
Moving forward, Rolex plans to leverage this partnership not only to boost its visibility but also to deepen engagement with its audience through exclusive behind-the-scenes content, digital innovations, and enhanced fan experiences, all aimed at making sailing more inclusive and approachable.
SailGP has also expanded its commercial partnerships recently, securing title sponsorships with Emirates as the global airline partner and DP World as the global logistics partner. The competition is on track to fill its eight global partner slots and substantially increase its revenue, as stated by Andrew Thompson, SailGP’s managing director. He notes, "It’s been our aspiration after five seasons to be breaking even. We’re on track to achieve this, which is groundbreaking for the sport."
With both Rolex and SailGP entrenched together, the future looks bright for sailing fans and enthusiasts alike. The promise of cutting-edge technology, thrilling racing, and enhanced fan engagement signifies more than just races on water; it heralds the emergence of sailing as an exhilarating sport for all.
