Hongqi Sets Sail: A New Era for Luxury Sponsorship in Sailing

Chinese luxury automotive manufacturer Hongqi will serve as the official luxury automotive partner for the season-ending Grand Final in Abu Dhabi, marking the brand’s inaugural foray into international sailing sponsorship. The partnership will see Hongqi’s flagship Golden Sunflower Guoya prominently displayed at the event, complemented by extensive branding throughout the venue, broadcast exposure, and exclusive hospitality experiences.

This collaboration is particularly noteworthy given the Grand Final’s high stakes – a winner-takes-all $2 million prize contested by the top three teams. Hongqi’s involvement provides direct access to a global audience demonstrably interested in performance engineering, innovation, and a luxury lifestyle. The move represents a strategic expansion for the brand, aligning it with a sport that embodies speed, precision, and technological advancement.

Charlie Dewhurst, Chief Commercial Officer at SailGP, emphasized the significance of the partnership, stating, “This is an extremely exciting moment for SailGP as we welcome Hongqi into our growing family of partners leading into the Grand Final in Abu Dhabi. This is the pinnacle of the SailGP Season, and we are thrilled to be back in Abu Dhabi, partnering with Hongqi as we broaden our engagement in the Chinese market.”

Flying Roos Strengthen Commercial Foundation with Tech and Fintech

The Bonds Flying Roos, co-owned by Hollywood stars Ryan Reynolds and Hugh Jackman, have bolstered their long-term commercial strategy with agreements with monday.com and Blueberry. These partnerships underscore the growing importance of consistent investment in achieving sustained success within SailGP.

monday.com, a leading global work management platform, will function as the team’s official global work management partner. The platform will streamline logistics, scheduling, content creation, and overall operational planning, mirroring the data-driven, high-performance environment that defines SailGP. This integration promises to optimize team efficiency and enhance strategic decision-making.

Blueberry, an online trading platform, joins as the team’s official online trading partner. The brand’s logo will be featured on the F50 catamaran, athlete apparel, and across the team’s digital channels. Plans are underway to develop engaging fan experiences that leverage SailGP’s extensive global reach.

Hugh Jackman and Ryan Reynolds playfully commented on the new partnerships, stating, “We feel a tremendous responsibility to keep the Bonds Flying Roos on top of the SailGP leaderboard. With monday.com’s elite planning, Blueberry’s surgical trading precision and Bonds’ comfy and somewhat waterproof skivvies, we feel like we’re well-positioned heading into the Abu Dhabi Grand Finale. We have also been told the boat, team and captain matter, so hopefully those work out as well.”

The influx of these partnerships demonstrates SailGP’s evolving commercial ecosystem, attracting brands from diverse sectors – luxury automotive, enterprise technology, and financial services. This diversification reinforces SailGP’s position as a modern, high-value rights-holder capable of delivering significant international exposure.

Australia’s Bonds Flying Roos arrive in Abu Dhabi as strong contenders for the championship title. The Grand Final marks the culmination of the current season, with teams already looking ahead to planning for the next iteration of SailGP’s expanding global circuit. What impact will these new partnerships have on the team’s performance in Abu Dhabi, and beyond?

The increasing investment in SailGP teams raises an interesting question: how will the league ensure competitive balance as financial disparities between teams potentially widen?

Frequently Asked Questions About SailGP Partnerships