SailGP renews distribution partnership with Story10

Photo: Simon Bruty for SailGP

SailGP, the purpose-driven global sailing championship, and sports video production and distribution agency Story10 have renewed their partnership to increase international event exposure and fan engagement of Season 3 of SailGP.

After two successful seasons, SailGP Season 3 features a busier race course, with new franchise teams Canada and Switzerland added to the roster, as well as an expanded calendar that spans 2022/23 and combines previous SailGP venues such as Bermuda, Plymouth, Saint-Tropez, Cádiz and San Francisco with new destinations including Chicago, Copenhagen, Dubai, Singapore and Christchurch. One final venue is expected to be announced in the coming weeks, to complete an 11-event season.

Partnering with Story10 for Season 2, SailGP’s VNR content was shared around the world via 377 different media organisations. The renewed partnership will see Story10 continue to actively distribute and promote SailGP VNR content from each event, including all race highlights, pre- and post-race reaction, as well as athlete features and social initiatives, to their engaged global distribution network of 400+ media outlets, across broadcast, digital and social, bringing fans worldwide even closer to the action.

Utilising Story10’s partner network will ensure that content is promoted in key markets across multiple platforms, including guaranteed placement on sport-dedicated social channels, driving awareness and reaching potential new audiences globally. 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.

For the second season running, all the teams will include female athletes as part of SailGP’s Women’s Pathway, which aims to fast-track the training and development of female athletes with the goal of creating an inclusive sporting championship that has gender equity. In a bid to accelerate the programme, for Season 3, each team will have three female athletes join throughout the season to gain vital training and racing experience on the F50.

It’s also the second season of SailGP’s Impact League, a second podium for the planet which tracks the positive actions the teams make to reduce their overall carbon footprint and help accelerate inclusivity in sailing. SailGP’s Inspire programme, a first-of-its-kind global youth sailing and career programme, will also continue next season.

SailGP chief content officer Melissa Lawton 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: “We’re thrilled to renew our partnership with SailGP. 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, while delivering high-quality sporting drama to our audiences worldwide.”


Subscribe and Get SVG Europe Newsletters