The challenge
As a new and growing sport, SailGP is eager to build the robust revenue streams and commercial partnerships it needs to thrive via a broad strategy of boosting revenues from ticket sales, merchandise sales and broadcast rights. By anticipating changes in the sports marketing landscape, the league can take rapid, responsive action to inspire new engagement with fans and stay ahead of audience interests. As an official partner, Cognizant worked with SailGP to lay out priorities for reaching its goals of building a single repository of fan data to integrate disconnected audiences from the eight international sailing teams in the league. Other goals included enhancing and localizing the SailGP website to attract investments and fans, and building in marketing and automation capabilities that streamline email, social, mobile and web outreach, enabling the league to act with insight and speed.