SailGP combines real-time data, rapid decision-making and world-class athletic performance. To turn the excitement of racing into lasting fan engagement, KPMG helped define and deliver a connected digital experience.
This work brings fans closer to the action, improves access to fan insights and establishes scalable foundations for future growth.
About the client
Client: SailGP
Project: Bringing SailGP fans closer to the action
Location: Global
Sector: Sports and entertainment
Services: Customer strategy, experience design, data, technology and digital transformation
What was needed
The ambition was bold: grow SailGP’s global fan base at pace.
- Fan database: 291K → 5M
- Web audience: 3.9M → 11.1M
- Social audience: 2.7M → 6.2M
To reach these targets, SailGP needed to deepen engagement with existing fans, attract a broader and younger audience, and create a more seamless digital experience.
The existing SailGP+ sign-up journey involved multiple login screens, did not clearly communicate membership benefits and made valuable fan insights difficult to access.
What we did
Teams across KPMG Australia, KPMG UK and KPMG India combined fan research, audience segmentation, journey mapping, technology assessment and data maturity analysis to define a future-state fan experience.
KPMG then worked alongside SailGP to move from strategy into delivery by:
- improving the website
- introducing early personalisation
- clarifying the SailGP+ membership proposition.
The project also established CRM, customer data, testing, social login, website modernisation and data integration foundations, while bringing ticketing, merchandise and fan data together in a unified platform.
What we delivered
KPMG helped SailGP create a more connected digital ecosystem designed to engage fans beyond race weekends and support future growth.
A live analytics dashboard now gives teams real-time visibility into fan interactions across digital channels, enabling ongoing optimisation throughout the season.
SailGP also has stronger customer, data and technology foundations to scale its fan experience.
The next horizon is becoming AI-first, with KPMG and Oracle embedding agents across the technical ecosystem and transforming how media, content and digital services are delivered.
Get in touch - unlock Oracle’s full potential
Discover how KPMG can help your organisation bring together human understanding, strategy, design, data and technology to turn growth ambitions into action.
Key contacts
- carmen
- david
- neil
- bernie
FAQs
Digital transformation can create a more seamless and connected customer experience by simplifying interactions, personalising journeys and making relevant content and services easier to access. For SailGP, this meant improving the website and SailGP+ membership journey to bring fans closer to the action.
Bringing customer data together across ticketing, merchandise and digital channels gives organisations a more complete view of audience behaviour. SailGP can use these insights to deepen fan engagement, improve personalisation and build stronger relationships beyond race weekends.
A connected customer experience requires integrated technology foundations, including CRM, customer data platforms, website modernisation, testing, social login and data integration. These capabilities help create consistent experiences across channels and support future growth.
Real-time data and analytics help teams understand how customers interact across digital channels and identify opportunities to optimise their experience. SailGP’s live analytics dashboard provides greater visibility into fan behaviour, supporting continuous improvement throughout the season.
AI can help organisations deliver more relevant, responsive and scalable customer experiences. KPMG and Oracle are helping SailGP become AI-first by embedding AI agents across its technology ecosystem and transforming how media, content and digital services are delivered.
