SailGP launches sports activities betting with DraftKings and Bet365

Followers watching the New York races for worldwide crusing league SailGP this weekend can have another excuse to root for his or her favourite workforce.

SailGP is working with gaming corporations DraftKings in the US and Bet365 internationally to let followers place bets on races, beginning on the Mubadala New York Sail Grand Prix on June 7 and eight.

“It is a sport that is naturally constructed for sports activities betting and gaming onsite in individual on the occasions,” mentioned SailGP chief income officer Ben Johnson. “It is communal; it is excessive velocity; there are many completely different winners, event-to-event.”

The transfer is a part of a broader technique to extend engagement and entice new followers to the crusing league, which was co-founded by tech billionaire Larry Ellison and champion yachtsman Russell Coutts in 2018.

The league pits 12 co-ed international teams racing equivalent 50-foot Catamarans towards one another, with boats touring at speeds that may exceed 60 mph. The races happen alongside the shoreline, the place there are pop-up stadiums so followers and cameras can get a detailed have a look at the motion.

The New York Grand Prix this weekend is almost the midway level for the fifth SailGP Championship season. The tight competitors and novelty of the race outcomes positions the game effectively for gaming, Johnson mentioned.

“It’s actually reflective of how good the groups are at the moment and the way a lot competitors there’s on a race-to-race foundation, which makes it actually enjoyable for followers from a betting and gaming perspective,” he mentioned. “You possibly can have an odds favourite, however on the finish of the day, it actually relies upon which workforce is crusing most competitively that weekend in that venue.”

SailGP is already producing income by ticket gross sales, sponsorship and media rights.

The 2025 ITM New Zealand Sail Grand Prix in January drew a document 25,000 ticketed followers to the occasion, in accordance with the league. In February, the 2025 KPMG Australia Sail Grand Prix attracted SailGP’s largest-ever devoted international TV viewers, reaching 21.1 million viewers, in accordance with YouGov.

In October 2023, 1.78 million U.S. viewers watched the Spain Sail Grand Prix on CBS, the most important linear TV viewers within the U.S. for crusing race in 30 years, together with the Olympics and the America’s Cup, in accordance with Nielsen.

The occasion was slotted after a NFL recreation, and SailGP is poised to capitalize as soon as once more on these viewers this season, Johnson mentioned.

“Our two largest broadcast home windows are arising in within the third quarter,” mentioned Johnson. “They will be once more after NFL video games, which we predict is probably the most enjoyable alternative to focus on SailGP to a nationwide viewers at scale and that is the place we’re seeing the data set.”

Throughout digital platforms, SailGP is drawing youthful and extra various followers than have been traditionally related to yacht racing. Over the previous 12 months, it has notched up 1.4 billion video views throughout all social media channels and tripled its YouTube subscriber base, with practically half of its subscribers (49%) between the ages of 18 to 34. By comparability, a few quarter of YouTube subscribers to the Americas Cup and the Ocean Race crusing league channels are in that cohort.

With gaming, SailGP is betting it may possibly convert informal viewers into invested spectators and amp up the joy. Throughout reside races, the league says it captures 270,000 information factors per second, that are processed, together with historic efficiency information, to produce real-time odds to bookmakers.

This weekend, followers have the choice to guess on the winner of every race, which groups will make it to the occasion finals, the winner of the occasion remaining and the general season champion. A key side of the onsite activations will likely be instructing the racing guidelines of crusing, Johnson mentioned. 

“The foundations piece is a big profit for us as a result of it offers folks a very vested curiosity, not simply who’s in first and second, however why.” mentioned Johnson.

With rising viewership, sponsorship {dollars} are flowing. In November, SailGP signed Rolex as its first title accomplice of the worldwide crusing competitors. Lots of the particular person groups have now attracted main sponsors together with manufacturers reminiscent of Pink Bull, Emirates, Mubadala, Tommy Hilfiger, Rockwool and Deutsche Financial institution.

The league can also be promoting off groups to traders at more and more wealthy valuations.

In November 2023, an investor group led by Marc Lasry’s Avenue Sports Fund accomplished its acquisition of the U.S. workforce for $35 million, a big soar from the earlier $5 million to $10 million vary for workforce acquisitions.

And on Tuesday, SailGP introduced that the Red Bull Italy SailGP Team had been acquired by a consortium of traders led by Muse Capital founding accomplice Assia Grazioli-Venier and luxurious model entrepreneur Gian Luca Passi de Preposulo, with crusing legend Jimmy Spithill as CEO and co-owner. Hollywood actress Anne Hathaway additionally took a stake within the workforce. Groups at the moment are being acquired for in extra of $50 million, the league advised CNBC.

With the Italy sale, 10 of 12 groups at the moment are independently owned, and future groups will likely be independently owned and financed.

“It is a actually attention-grabbing consortium proper now of personal fairness, household workplaces, athletes, actors, actresses, that we predict actually assist with that strategic lens of how can we go and develop this sport and convey it to as many followers around the globe within the largest manner potential,” Johnson mentioned.