Client
SailGP
Industry
Sports and entertainment
Primary goal
Scalable fan engagement
Technologies
Oracle
Make moments matter
SailGP is a sport driven by real-time data, rapid decision-making, and world-class athletic performance. While the racing delivers an exciting experience on the water, the organization recognized an opportunity to help fans better understand and connect with the action.
With an ambition to become one of the world's top 25 sports and entertainment properties by 2030, SailGP set out to create a more engaging and accessible fan experience. They needed a digital experience that could translate the speed, skill and data of the races into lasting fan engagement, connecting millions of fans, new and already engaged, to the heart of the action.
As their Official Digital Transformation Partner, KPMG's role was to help SailGP turn this ambition into reality.
SailGP Client Story
Join leaders from SailGP as they share their experience working with KPMG to create a digital platform built for growth, turning race moments into richer fan experiences.
Client transformation journey
- Before
- During
- After
Ambitions for growth needed stronger foundations
To achieve their growth targets — including increasing the fan database from 291K to 5M, growing web audiences from 3.9M to 11.1M, and lifting social media audiences from 2.7M to 6.2M — SailGP needed to repeat engagement among existing fans while growing its known-fan base and attracting a broader, younger audience.
The SailGP+ platform was the main sign-up mechanism, but the existing experience relied on email and password input, involved multiple login screens and could do more to highlight the benefits of membership. At the same time, valuable insights were not easy to access. SailGP saw an opportunity to create a more seamless digital experience — one that would engage fans beyond race weekends, deepen connections with the sport, and help turn growing interest into long-term fandom.
Strategy, data, and digital working together
The first step was to define what the future fan experience could look like for SailGP. Drawing inspiration from other leading sports organizations and digital platforms, three teams operating across KPMG Australia, KPMG UK and KPMG India tested these ideas against the SailGP fan segments, user journeys, technology and data maturity. The result was a roadmap for a digital ecosystem that could bring together live race insight, fan data, community engagement and content to create a more connected and engaging experience for fans.
Oracle Cloud Infrastructure is used to capture live race data from the boats — wind, pressure, speed and position. That data is turned into real-time insights teams can use to optimize performance, and into a live story fans can follow, second- by- second.
Delivery began with quick wins — website improvements, early personalization, and a clearer SailGP+ membership proposition. KPMG professionals helped establish the technology and data foundations needed to support a more connected fan experience, including CRM, customer data, testing, social login, website modernization and data integration.
By bringing together ticketing, merchandise, and fan data within a unified platform, KPMG enabled SailGP to gain a more complete view of fan engagement. A live analytics dashboard provided teams with real-time visibility into how fans interact across digital channels, helping inform ongoing improvements throughout the season.
Stronger engagement and foundations to scale
The work is already giving SailGP a 360-degree view of their fan base and a stronger digital foundation to support future growth. Fans are more engaged across the racing calendar than the previous year, with engagement rate, time on site and bounce rate improved. Views per active user have more than doubled, engaged sessions are up 98 percent, and average engagement time is up 71 percent.
Engagement is being sustained beyond race weekends, showing that the digital experience is working harder between events, not just when the action is happening. For SailGP, that means a stronger platform for turning reach into repeat engagement — and for giving millions more fans a closer connection to every moment of the race.
How we make the difference for SailGP
KPMG is helping SailGP turn its growth ambitions into action, making every sporting moment matter on and off the water.
By helping shape the fan experience and building the supporting data and technology foundations, SailGP is strengthening its ability to engage fans year-round and scale for the future as the sport grows. The next horizon is AI. Alongside Oracle, KPMG firms are helping SailGP become AI-first, embedding agents throughout the technical ecosystem and transforming how media, content and digital services are delivered as the sport grows.
Please reach out to us to learn how KPMG can help your organization turn growth ambitions into action through data, technology and AI.
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