As Melbourne gears up for the 2026 Formula 1 Australian Grand Prix another sporting event is nipping at its heels in Sydney this weekend: SailGP.

The KPMG Sydney Sail Grand Prix returns to Sydney Harbour from 28 February to 1 March, featuring 12 international teams racing high-tech F50 catamarans at speeds of nearly 100 km/h in an action-packed two-day spectacle on one of the world’s most iconic natural amphitheatres.

The 2025 race welcomed more than 112,000 ticketed spectators and attracted a 21.1 million global TV audience.

Upping the excitement factor, SailGP champion Australia unveiled a new identity and two new co-owners in June 2025 – Hugh Jackman and Ryan Reynolds – who join driver and CEO Tom Slingsby in leading the freshly rebranded BONDS Flying Roos SailGP Team. 

Heinken Silver is the official beer supplier for the event and speculation is growing that SailGP could become the new F1 for drinks brands.

“I’ve been fortunate enough to be a part of SailGP since the first season in 2019 and seeing how much the series has grown is unbelievable,” Slingsby told The Australian.

SailGP TV presenter Lisa Darmanin said: “Last year was a really big turning point for the league in terms of signing big sponsors and it being a real thing people recognise.”

According to Darmanin, when the competitio first started “there weren’t any major league sponsors or team sponsors and now pretty much every team has a title sponsor, has a clothing brand attached to them, there’s a DJ set, like apres-sail vibe, after every race. So it’s gone from a sailing race to an entertainment property.”

Research by Expedia Group has revealed sport tourism now represents 10% of global tourism spending and drinks brands are looking to get a piece of the action.

The global sports sponsorship market was worth approximately $US105.47 billion in 2023 and by 2030 is expected to be approximately $US190 billion, with a CAGR estimated at approximately 8.73%. 

“2026 is definitely the year of sports,” WPP Media executive director and US head of sports partnerships and investment Martin Blich told Marketing Brew.

Main image by Beau Outteridge/SailGP