Story Highlight
– Rolex sponsors the SailGP, enhancing its global profile.
– Twelve catamarans compete in Geneva, attracting 8,000 spectators.
– Each team must include at least one woman sailor.
– SailGP promotes equal opportunities and data sharing for teams.
– Germany wins the final race; Australia leads overall standings.
Full Story
On a calm afternoon at Lac Léman in Geneva, twelve state-of-the-art catamarans, each measuring nearly 50 feet, manoeuvre for position, seeking wind gusts to lift their impressive carbon-fibre hulls above the water. When performing optimally on their foils, these high-value, wind-driven vessels can surpass speeds of 100 kilometres per hour. Despite the subdued conditions, they are achieving close to half that speed, darting across the water as they execute a series of tacks and jibes in pursuit of the fastest route around the course.
Around 8,000 spectators gathered to witness the action, cheering the competitors from a specially constructed viewing area on the shore, accompanied by music, data displays, and dynamic race commentary. Each boat is backed by a different nation and features a diverse crew, including at least one woman on every team. The sails billow outward, showcasing sponsors’ logos, part of the substantial $10 million budget allocated to each team for the season. Prominently displayed on every main sail is the logo and brand name of Switzerland’s largest watchmaker.
The Rolex Switzerland Sail Grand Prix is a premier sporting occasion for Geneva, marking a significant partnership for the race series with its new title sponsor. The collaboration with Rolex, set to commence in 2025, is among the company’s most notable new sponsorship commitments in recent years. By aligning itself with SailGP, Rolex underscores its future vision of sporting events and elite athletes it wishes to associate with. “Their support has been invaluable,” remarked Andrew Thompson, Managing Director of SailGP. “Being partnered with a prestigious brand like Rolex has really elevated our image and drives us to ensure our brand matches theirs.”
Rolex has always been discerning in its partnerships within the sporting world, historically concentrating on five specific sports: tennis, golf, motorsports, equestrianism, and sailing. Its engagement with sailing dates back to 1958, marked by a long-standing affiliation with the New York Yacht Club. In this context, SailGP introduces a fresh approach to wind-powered racing, aiming to broaden the sport’s public appeal beyond the traditional yacht club atmosphere typical of established regattas.
SailGP aspires to distinguish itself from other racing series. The organisation seeks to establish a more equitable environment by utilising identical boats, granting equal access to all technical data generated by teams, and implementing a strict spending cap to prevent financial disparities from dictating success. This model ensures that races are competitive and merit-based, focusing on the skills of sailors, strategists, and tacticians rather than financial resources.
Notably, SailGP is committed to gender inclusivity, requiring every team to include at least one female member. Hannah Mills, a highly accomplished sailor and two-time Olympic gold medallist, serves as the strategist for the Emirates GBR team. As a Rolex testimonee since 2022, Mills expressed, “Nothing is as iconic for any global sport, and now with SailGP, as Rolex being a partner. For us, as sailors, to have that verification from a brand like Rolex in our sport is massive.”
Martine Grael, another renowned Olympian and driver of the Mubadala Brazil team, also shared her perspective. Grael led her team to victory in New York earlier this year, becoming the first female driver to win a race in SailGP. Discussing the series’ data-sharing capabilities, she stated, “My background is mostly Olympic sailing, and the hardest thing is to get useful data. Here you can really see all your data and compare it to other teams’ performance.” She added, “We’ve learned so much.”
SailGP is the innovative vision of American technology billionaire Larry Ellison, a major figure in sailing through his victories with Oracle Team USA at the America’s Cup. Ellison, who co-founded the event along with former world champion Russell Coutts, currently holds a majority stake in SailGP. What began as a five-race series with six teams in 2019 has significantly expanded, and by 2025, will feature twelve teams, competing across five continents with a prize pool exceeding $12 million.
With ownership spanning individuals, investor groups, and companies, the league continues to attract notable personalities. For example, Törbjorn Törnqvist, a billionaire based in Geneva, will introduce his Artemis Racing team from Sweden to the series next year. The appeal of ownership in SailGP has also attracted celebrities such as Hugh Jackman and Ryan Reynolds, who have invested in the Australian Bonds Flying Roos team, co-owned by Olympic gold medallist Tom Slingsby.
Revenue generation remains challenging for many teams, relying on sponsorship deals, merchandise sales, and audience engagement. Broadcast rights also contribute financially, with races televised in over 200 regions through partners such as Canal+ Sport in France and CBS Sports in the U.S. Although some teams have achieved profitability, many continue to operate at a loss.
Hosting a SailGP event is a substantial undertaking, with costs for the Geneva race estimated around $5 million. However, Thompson anticipates that the event will bring approximately $25 million in economic activity to the city, spurred on by the influx of spectators and event staff. Throughout the event, Rolex was visibly present, enjoying prominent placement and visibility throughout the venue and the racecourse.
Rolex played an essential role in facilitating the event’s local execution. “They’ve made the introductions for us, and they have more connections in Geneva than we do as a company based in London, so they’ve opened doors to discussions with the local authorities,” Thompson explained.
In a unique initiative, SailGP features the Impact League, which rewards teams for lowering carbon emissions, utilizing renewable energy, and fostering inclusivity initiatives. Fiona Morgan, SailGP’s Chief Purpose Officer, highlighted the importance of this competition: “No one wants to be seen in last place in this competition.”
On the final race day, the Germany Deutsche Bank crew claimed a significant victory, marking their first win of the season, while Switzerland secured a third-place finish and Australia’s Bonds Flying Roos moved to the top of the overall standings.
Tom Slingsby, a key figure and co-owner of the Australian team, showcased his Rolex Yacht-Master 42, which he received after winning a previous season championship. “You will never see me without this watch,” Slingsby stated, expressing his attachment to the timepiece.
Although the SailGP is set for growth with additional teams and events next year, Geneva is not currently on the schedule for 2026. Given the successful inaugural event, team members like Sébastien Schneiter are optimistic about returning. “We really hope we can come back. Honestly, I think everyone wants to return.”