SailGP entered the sports betting marketplace on June 2, aiming to create new ways to attract and engage fans.
The move comes just ahead of the Mubadala New York Sail Grand Prix, which is set to take place from June 7-8. Fans of the high-speed sailing competition can place bets through several operators, including DraftKings in the US and bet365 for international audiences.
“We are delighted to create additional ways to attract and engage new SailGP fans by entering the sports betting marketplace and also give our existing fans new opportunities to enjoy the racing,” said SailGP Managing Director Andrew Thompson.
Bettors will be able to wager on outcomes such as the winner of each fleet race, which teams advance to the event final, the final event winner, the overall season champion and head-to-head matchups between teams.
As Thompson noted, the introduction of betting is seen as a way to increase fan engagement, especially at a time when the league is drawing growing attention. This surge in visibility is in part thanks to high-profile figures engaging with SailGP in recent months.
The Red Bull Italy SailGP Team recently announced a new ownership group which includes actress Anne Hathaway and her husband Adam Shulman, Italian actress Miriam Leone and Alexander Gilkes, Co-Founder of Paddle8.
Laying down the foundations
Data is critical for sports betting, and SailGP is rich in it. The league captures around 270,000 data points every second during races. By leveraging this data, it can generate instant, live probabilities based on real-time events on the water.
Although new to the betting world, SailGP appears to be aligning well with current industry trends. Earlier this year, Insider Sport interviewed Owen Ordway, Head of Sports at online gambling operator Rooster. He noted fans are increasingly seeking fast, immersive experiences over traditional live betting models.
“We are seeing a shift from the traditional live betting towards fast, immersive experiences. Fans now engage through short-form content, and betting needs to mirror that, hence the increase in demand for micro markets where outcomes are settled within seconds,” said Ordway.
He also pointed to a growing interest in player-focused markets and live bet builders, which he attributed in part to athletes’ growing presence on social media. SailGP is actively developing this area with initiatives such as a RedBull docuseries, announced in May.
SailGP has taken the trends Ordway noted seriously. To support live betting and micro-market growth, the league has partnered with iGame Media to deliver low-latency broadcast feeds. These feeds allow sportsbook platforms around the world to receive near-instantaneous video and data during events.
“SailGP is a sport driven by data, allowing sportsbooks to create odds on the spot at our events across the global championship, and enhance viewing and spectating experience through live betting in a responsible manner,” said Thompson.
More commercial doors open
In addition to boosting fan engagement, SailGP’s entry into the sports betting sector opens up new commercial possibilities. The league has formed a partnership with Abelson Sports to ensure comprehensive, accurate odds coverage. It has also developed an in-house, self-service odds portal, giving betting operators real-time access and control over odds.
This infrastructure lays the groundwork for deeper commercial partnerships. As seen in other sports, betting sponsors can become major revenue drivers.
The Premier League, for instance, has long relied on gambling sponsorships, often drawing criticism for prioritising international, especially Asia-facing, operators who offer greater financial incentives than local partners.
SailGP may not yet face the same level of scrutiny as European football leagues, but as its audience grows, so does the potential for reputational risks. While betting partnerships may offer commercial upside, the league will need to approach them with care to maintain credibility and fan trust.
