SailGP has unveiled its first docuseries, Uncharted, offering a rare inside look at Jimmy Spithill’s transition from sailor to team CEO as the league expands its global media strategy.
SailGP has announced its first-ever premium documentary series, Uncharted, a three-part production centred on Red Bull Italy SailGP Team CEO and decorated sailor Jimmy Spithill.
The docuseries, announced on May 20, will be produced in partnership with Emmy Award-winning content studio Ten100 and will debut in June across a range of global streaming and broadcast platforms.
Positioned as both a behind-the-scenes exploration and a character-driven narrative, Uncharted aims to offer a more personal look at the fast-growing, high-performance sailing competition, with Spithill serving as the lens through which the sport’s evolution is told.
Each of the three 30-minute episodes promises a candid look at Spithill’s journey into team ownership and leadership, providing insight into the challenges of building a competitive team from scratch within six months.
The series will also feature a rare interview with Oracle CTO and SailGP co-founder Larry Ellison, alongside fellow co-founder and CEO Russell Coutts, reflecting on the league’s rapid rise and transformation.
A personal story anchored in industry ambition
While Uncharted centres on Spithill, it is also emblematic of a broader push by SailGP to demystify sailing and engage new audiences. Spithill himself said the show is “more than just a behind-the-scenes look at SailGP — it’s a raw, honest journey into what it really takes to build something from the ground up.”
SailGP’s Chief Content Officer, Melissa Lawton, said the production “will break down the barriers to our sport and change fans’ perceptions of sailing through the personal sacrifices and drama of high-speed, on-water racing.”
The production has drawn comparisons to the current trend of long-form sports storytelling, with several leagues using docuseries to humanise elite competition and attract broader audiences.
Notably, Netflix’s Drive to Survive is often credited with reinvigorating interest in Formula 1, particularly in the US, while similar treatments have been applied to tennis (Break Point), golf (Full Swing), and the NFL (Quarterback).
However, unlike those projects, Uncharted is being produced and distributed directly by the sport’s rights-holder, SailGP, rather than through third-party platforms. This gives SailGP greater control over its messaging, but also places more onus on the league to deliver a product that feels authentic and editorially independent.
Global distribution reflects strategic intent
The series will air globally via a slate of broadcast partners, including FOX Sports (Australia), Globo’s SporTV (Brazil), Discovery+ (UK), TSN (Canada), Canal+ (France), and Paramount+ in the US. In territories without a partner, the docuseries will be made available on SailGP’s YouTube channel, furthering the league’s digital-first approach to content.
This wide distribution strategy suggests that Uncharted is not just a fan engagement tool, but part of a longer-term effort to reposition sailing as a media-friendly product. SailGP has consistently emphasised its credentials as a tech-forward, sustainable, and commercially savvy sports property – characteristics it hopes will appeal to sponsors and broadcasters alike.
Notably, the docuseries arrives as the league continues to expand its global calendar and commercial footprint. Backed by tech billionaire Ellison, SailGP has attracted high-profile sponsors such as Rolex, Emirates, Oracle, and DP World, and has made no secret of its ambitions to rival more established motorsports and water-based events.
Why now?
The timing of Uncharted suggests SailGP is looking to capitalise on several converging trends. First, the appetite for sport-related documentaries continues to grow, particularly among streaming audiences seeking character-driven content. Second, as the league approaches its fourth season finale and builds momentum into the 2025–26 campaign, there is clear value in reintroducing the brand to both casual viewers and business stakeholders through a high-quality storytelling vehicle.
It also follows the 2024 Summer Olympics in Paris, which helped raise the profile of sailing globally. While not directly tied to the Olympic movement, SailGP has benefited from increased visibility and participation in foiling and high-speed sailing disciplines.
Finally, by using Spithill the league grounds its broader strategic messaging in a human story. Spithill’s move from helmsman to team CEO echoes the narrative arcs that have proven compelling in other sports: transition, risk, and reinvention.
