KPMG Named SailGP’s First Global Digital Transformation Partner

SailGP has announced a new global partnership with KPMG, with the firm joining as the league’s first Official Digital Transformation Partner.

The expanded global relationship with the leading professional services firm will supercharge SailGP’s fan acquisition and engagement strategy as one of the world’s fastest-growing sports and entertainment properties.

KPMG will play a pivotal role in accelerating SailGP’s momentum on digital channels, leading on the development and delivery of new and engaging products to strengthen SailGP’s connection with fans around the world.

Designed and built using data, insight, fan feedback and analytics, fans can look forward to richer, personalised digital experiences – aiding growth and ensuring SailGP remains at the forefront of industry trends.

The collaboration builds on a trusted relationship that began in 2021, with KPMG already established as a key partner for SailGP events in Asia-Pacific – including as longstanding title partner of the KPMG Sydney Sail Grand Prix and from 2026, an expanded commitment as the first Official Regional Partner across SailGP events in Perth, Auckland and Sydney.

This relationship now extends globally – underlining KPMG’s belief in SailGP’s ambition to inspire audiences through cutting-edge sport and entertainment, and KPMG’s capability as a leader in digital transformation.

“This partnership represents a significant step in our business strategy. KPMG has a wealth of experience in assisting some of the world’s best-known sports organizations - enhancing their fan engagement, expanding audiences, and ultimately taking a data-driven approach to identifying and implementing new opportunities for growth and expansion. Their expertise, global knowledge and proven ability to deliver will be crucial in helping us redefine sail racing, and inspire a global audience,” said SailGP managing director Andrew Thompson.

“KPMG is pleased to expand its support of SailGP as its transformation partner. We have combined our deep expertise in advising leading sports organisations with our data-driven approach to support SailGP’s impressive growth, and future plans. Together, we are setting new benchmarks for performance and innovation, in sport and beyond,” said KPMG Australia chairman Martin Sheppard.

The announcement comes at a time of record digital engagement for SailGP, including a 25% increase in follower growth season-on-season and a 52 percent increase in YouTube subscribers over the same period (now 1 million in total).

In July 2025, SailGP recorded its highest-ever digital viewership with over one million views of its behind-the-scenes docuseries, Racing on the Edge featuring the championship’s first woman  river, Martine Grael.