This summer, SailGP appointed sports sponsorship and communications agency Fuse to lead PR and communications activity ahead of the Emirates Great Britain Sail Grand Prix taking place in Portsmouth, 25th and 26th July.
Working together in partnership Fuse has delivered a fully integrated communications strategy to drive national and regional coverage of the event, working to raise awareness of both the race and the SailGP brand among sports, lifestyle and entertainment audiences.
As part of the campaign, Fuse has identified high-impact moments in the build-up to race weekend to engage the press and will develop tactics and news angles designed to take coverage beyond the core sailing media and into wider sport and consumer lifestyle titles. The agency will also work in partnership with SailGP teams and partners on athlete spokesperson opportunities, integrating with existing activations to extend their value across media and support promotions of the SailGP brand.
In the lead-up to and across race weekend itself, Fuse will identify and invite priority national and regional media, creating editorial, social and partner content live on the ground in Portsmouth.
Catherine Stewart, Head of Communications, EMEA at SailGP, said: “We are really pleased to be working with Fuse on one of the flagship events of our season. Fuse really understood our sport and our brand, and where we want to be on and off the water. They have brought real creativity and energy to the campaign, along with excellent connections and industry knowledge.”
Luke Bliss, Managing Partner, PR & Creative at Fuse, said: “We are incredibly proud and excited to be working with SailGP over the summer, driving their media relations, PR activations and communications strategy. SailGP is a masterclass in high-speed entertainment and purpose-led sport, providing our team the perfect canvas to create compelling stories across what is set to be an iconic summer on the south coast.”
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ABOUT FUSE
Fuse is a global sports and entertainment agency offering marketing and commercial services for brands and rights holders. It has offices in the UK, Europe, the Americas and Asia with over 400 employees internationally, recently opening hubs in Spain, India and Brazil. Its global CEO is Louise Johnson – one of Sports Leaders Under 40 and last year’s Jury President of the Entertainment Lions for Sport at Cannes Lions. Current international clients include PepsiCo, Vodafone, Nissan and Philips. Fuse’s work has been recognised across industry-leading awards including Cannes, The Sports Industry Awards and the UK Sponsorship Awards.
ABOUT SAILGP
The most exciting racing on water, the Rolex SailGP Championship sees national teams battling it out in identical high-tech, high-speed 50-foot foiling catamarans at iconic venues around the world. Racing faster than the wind at speeds in excess of 100 km/h (60 mph), SailGP is driven by the sport’s top athletes, with national pride, personal glory, and a total prize money of US$12.8 million at stake. Visit SailGP.com to find out more.
Image 1: Emirates GBR athletes Dylan Fletcher and Hannah Mills joined SailGP team principal and CEO Sir Ben Ainslie in central London to start the countdown to the Emirates Great Britain Sail Grand Prix.
Image 2: Emirates GBR athletes Dylan Fletcher and Hannah Mills and team principal and CEO Sir Ben Ainslie joined SailGP executives Andrew Thompson and Leah Davis in central London to start the countdown to the Emirates Great Britain Sail Grand Prix.
