You have to give it to the PR folks who manage to massage a message that repeats the line 3 times – ‘the Great Britain SailGP Team, one of the world’s most successful sailing teams.’
The same PR team that conveniently and with some pedantic trickery says that Emirates is the first ever Title Partner for the team. While that’s technically true, it’s really just about the order of the words. In season 2, team was known as – The Great Britain SailGP Team presented by INEOS.
At least there is a relatively simple messaging play here. ‘Fly Better’ could be constant, in your face coaching for Luke Parkinson, the sailor who has to keep the F50 on the foils, but is more likely just a nice pun on the format of SailGP series and a way to keep top of mind with UK sailing fans.
Keep in mind, that while the airline might be based in Dubai, many of its executives are, or have been until Emiratisation, British – including President Sir Tim Clark. He is also quoted in the release as saying that the GB SailGP team is ‘one of the world’s most successful sailing teams.’
At first glance, this looks like a good partnership. It probably helps Dubai secure a SailGP event on the calendar and of all the teams, the GB team is probably the best fit given Emirates routes and marketing focus. Emirates has more than 119 weekly flights to the UK with 6 A380 flights a day to London Heathrow alone.
Selling Sustainability
There is a reason why the GB SailGP team is no longer ‘presented by Ineos’ – the optics just didn’t work in a series that has sustainability and the protection of the environment at the core of the platform. That’s not to say that Ineos is not providing funding to the team, it’s just not visible on the boat. There seems be be a murky line between where the GB America’s Cup challenge ends and the SailGP team begins, which has other issues for the sponsorship from Emirates – but more of that later…
Buried down the page of the sponsorship press-release is the bit about sustainability. While most sailing fans see the Middle East as a single stereotyped region focussed and dependent on oil, the leadership, especially in the UAE and Dubai has the means to enact strategies that many Western countries beholden to lobbyists can’t achieve.
The UAE has declared 2023 as the “Year of Sustainability” – That’s not just a catch-phrase. That means that UAE companies like Emirates will need to show that they are actually walking the walk. Perhaps a sponsorship of a SailGP team can help spread stories that might otherwise not be seen by sailing fans, stories like –
Emirates recently completed its first milestone demonstration flight using 100% Sustainable Aviation Fuel (SAF) in one of its GE90 engines on a Boeing 777-300ER aircraft. Emirates remains committed to reducing its carbon footprint and environmental impact through various sustainable initiatives on-board, including blankets made from 100% recycled plastic bottles and reducing single-use plastics on board its aircraft.
That being said… the Emirates Great Britain SailGP Team will have to replace all their uniforms, livery and merchandise. They even had to buy a new domain-name.
Can Athletes Wear Multiple Hats?
Speaking of uniforms and merchandise. Sailing must be the only sport where an athlete can compete for and against a sponsor. For now at least, the defender of the America’s Cup is Emirates Team New Zealand. The Challenger of Record is INEOS Britannia. Ben Ainslie is listed as CEO and ‘Senior Management’ on both the Emirates Great Britain SailGP team and the team competing against Emirates Team New Zealand.
Now. This is not new for Sir Ben. His long time clothing sponsor is Henri Lloyd, but when competing in the Olympics, he had to wear Musto. Probably not a big deal for a clothing supplier, but Title sponsorship is a different commercial relationship.
Are we overthinking it? Nike athletes compete against other Nike athletes all the time.
