By Andy Marston, Sports Pundit
SailGP has teamed up with Roc Nation Sports International to name Grammy-winning artist DJ Khaled as the league’s Chief Hype Officer for its U.S. events, aiming to bring sailing to a new, younger audience.
Known for producing hits alongside Justin Bieber, Rihanna, and Drake, DJ Khaled has amassed 39M Instagram followers - a massive audience that SailGP hopes to tap into.
He will promote SailGP through social media and in-person appearances at major events in Los Angeles, San Francisco, and New York.
The move builds on SailGP’s growing popularity, with broadcast audiences up 48% year-over-year and social media engagement more than doubling.
SailGP is positioning itself as a fast-paced, entertainment-driven sport, blending elite competition with pop culture appeal.
Why It Matters:
As SailGP CEO Sir Russell Coutts put it, “DJ Khaled will grow our audience further and help build our profile.”
This is a crucial step as the league looks to establish itself as a top-tier global sport beyond its traditional fan base. The strategy mirrors what sports like Formula 1 have done successfully - leaning into pop culture crossovers to capture new audiences.
With the U.S. market a key battleground for growth, this partnership signals SailGP’s ambition to evolve into a global lifestyle brand, not just a racing series. Expect more collaborations across music, fashion, and entertainment as the sport continues to expand.
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