LONDON and SANTA MONICA – July 29, 2020 – SailGP, the annual global championship featuring the world’s fastest sail racing, today announced a partnership with brand advocacy leader Greenfly, and has deployed Greenfly’s software platform for media collection and distribution. The partnership enables SailGP to aggregate and curate photos and videos for easy sharing with its world-class athletes and teams, while enhancing the league’s central digital channels.
The pinnacle of the sport, SailGP currently features teams from Australia, Denmark, France, Great Britain, Japan, Spain and the United States, and is working to expand its social reach and storytelling capabilities prior to the April 2021 start of its postponed second season.
During each of SailGP’s two-day events, thousands of media assets are created via body cameras on the athletes, fixed cameras on each of the seven race boats, on-water photographers and videographers, helicopters and drones, and videos clipped from the live broadcast feed. The partnership with Greenfly will enable content collection and curation to be automated, with the ability to route and share image and video galleries with teams and individual athletes immediately after each race.
SailGP has recognized the importance of activating and supporting each athlete’s personal digital brand, growing their fan network, and keeping them updated and engaged both during and outside of the season.
SailGP CMO Tim Godfrey said: “This unique partnership with Greenfly helps facilitate and streamline content collection from so many sources, and easily and quickly get it in the hands of our seven national teams and more than 50 elite athletes. We’re able to not only help support each team and athlete to build their own personal audiences, but also create unique and engaging content for viewers and fans across SailGP’s digital channels.”
With more organic social media reach and consistently publishing quality content – from the best live moments to candid, behind-the-scenes interludes – SailGP hopes to increase fan engagement and help continue the momentum of the new league’s success. The partnership will also enhance fan participation, with new opportunities for fans to contribute user-generated content from races and other events. The organization, as well as its teams and athletes, will use the fan-generated content for even more personal engagement on social media and other digital channels.
Greenfly CEO Daniel Kirschner said: “We can’t wait until SailGP’s events start again, but we’re very excited to help this innovative organization build better relationships with their fans – and find new viewers – during this hiatus. We think this is an exceptional opportunity to showcase the power of the Greenfly private media sharing network to support SailGP as they organize and share media with their competitive teams and athletes. Quality content will help fans come even closer to experiencing the thrill of speed on the water.”
Through Greenfly, SailGP will deliver consistent, compelling content from the athletes and teams to existing fans, and expose new audiences to engaging content around the league’s key storytelling pillars — entertainment, technology and innovation, and sustainability — to help build a global fanbase.