SAIL GRAND PRIX SYDNEY
Returning to one of the world’s most iconic harbours, the KPMG Sydney Sail Grand Prix delivered another spectacular chapter in SailGP’s Australian story, combining world-class racing with premium hospitality, entertainment and unforgettable harbour-side experiences.
SPEAK Communications partnered with SailGP to deliver a season-long PR, media relations and influencer engagement programme designed to drive awareness, generate excitement and position the event as one of Sydney’s premier summer sporting and entertainment experiences.
Working closely with the SailGP team, SPEAK developed an always-on communications strategy spanning media relations, event publicity, influencer partnerships and race-week media operations. A key focus of the campaign was building anticipation well before race weekend, including the announcement of SailGP’s new twilight racing format, which introduced a fresh and elevated event experience for Sydney audiences.
To bring this new format to life, SPEAK delivered a premium Sydney Harbour launch event designed to showcase the racecourse, Shark Island vantage point and the unique on-water experience ahead of race weekend. The invite-only activation hosted media, creators, KOLs and key stakeholders on a Lance superyacht, giving guests a first-hand look at the course while creating a visually rich content moment that captured the scale, energy and spectacle of SailGP on Sydney Harbour.
The launch event also provided direct access to BONDS Flying Roos athletes, including interview and content opportunities. As a surprise and delight moment, Alex Hayes took to the water during the experience, giving guests an unexpected on-water preview of the action and creating an authentic, memorable content opportunity that helped bring the speed and intensity of SailGP to life.
Complementing the earned media programme was a targeted creator and influencer campaign designed to introduce SailGP to broader audiences across sport, lifestyle, travel and culture. SPEAK secured and managed a diverse mix of athletes, media personalities and content creators who attended the launch event and race weekend, sharing their experiences across social media and helping amplify SailGP’s unique blend of sport, entertainment and premium hospitality.
During race week, SPEAK managed media accreditation, interview opportunities, press office operations and on-ground media support, facilitating coverage across news, sport, business, travel and lifestyle media. The team also hosted creators, influencers and VIP guests throughout the event, ensuring SailGP’s unique blend of speed, innovation and entertainment was experienced first-hand by influential voices and storytellers.
With packed spectator areas, strong media attendance and widespread creator participation, the KPMG Sydney Sail Grand Prix reinforced Sydney’s position as one of the flagship events on the SailGP calendar and further established SailGP as one of Australia’s most exciting and culturally relevant sporting properties.
The campaign demonstrated SailGP’s ability to sit at the intersection of sport, entertainment, lifestyle and culture, engaging audiences far beyond the traditional sailing community and showcasing Sydney Harbour as one of the most spectacular stages in world sport.
