How SailGP soared past 45% in ticket sale growth with unified ticketing

SailGP is the global racing championship where national teams compete in identical high-speed catamarans across a season of events hosted in 13 cities around the world. Since launching, the league has scaled quickly, building an international fan base around live, high-stakes racing.

The league was founded in 2018 by Larry Ellison and Sir Russell Coutts, and by 2026 already counts Rolex, Oracle, and DP World among its global partners.

The first move was integration. Fever stepped in to replace SailGP's six regional providers with one global ticketing system, unifying the fan experience across every leg of the calendar. This enabled SailGP to have 13 event ticketing sites and landing pages now live and selling - already surpassing the 100k tickets mark - that are built on infrastructure that adapts to how each market actually buys. This is a change that reflects a larger principle: global scale without losing local nuance.

The purchase funnel itself has become a testing ground. Copy and structure are iterated continuously to smooth the path to purchase, while new products like cashless technology, deposits, and early access roll out fast and go live on demand.

SailGP's own team has pointed to the operational excellence Fever brings to events at this scale and complexity, running mass audiences without friction.

Ticketing infrastructure and data are the foundation. Fever's ecosystem is the multiplier.

Through a 360 marketing strategy designed to keep scaling the partnership, Fever has already put its full consumer ecosystem behind SailGP: support from Secret Media, the most influential and trusted global network for live entertainment, and ad hoc marketing activations delivered in record time to support SailGP sales.

The collaboration with Fever goes beyond just numbers: the sponsorship of one of their flagship teams, Black Foils, highlights our commitment to engage even further with both teams and fans through content. The partnership alone is projected to generate millions of impressions, aimed at converting into ticket sales - a sign of what's possible when ticketing, data, and demand generation move together.

The impact is already showing up in commercial performance: revenue is up 45% versus last season, while Fever's AI-powered insights are enabling continuous optimisation across the calendar. At one Grand Prix, those insights helped drive a 30% increase in conversion, with the learnings then scaled across the wider league.

SailGP isn't the first sports property to move onto this infrastructure. Fever already tickets Formula 1®, LIV Golf, Real Madrid, and FC Barcelona, among many other live sports competitions, leagues, and clubs. This gave SailGP an existing, tested system to plug into rather than a first-of-its-kind build.