SailGP has teamed up with Roc Nation Sports International to name Grammy-winning artist DJ Khaled as the league’s Chief Hype Officer for its U.S. events, aiming to bring sailing to a new, younger audience.

• Known for producing hits alongside Justin Bieber, Rihanna, and Drake, DJ Khaled has amassed 39M Instagram followers - a massive audience that SailGP hopes to tap into.

• He will promote SailGP through social media and in-person appearances at major events in Los Angeles, San Francisco, and New York.

• The move builds on SailGP’s growing popularity, with broadcast audiences up 48% year-over-year and social media engagement more than doubling.

• SailGP is positioning itself as a fast-paced, entertainment-driven sport, blending elite competition with pop culture appeal.

Why It Matters

As SailGP CEO Sir Russell Coutts put it, “DJ Khaled will grow our audience further and help build our profile.”

This is a crucial step as the league looks to establish itself as a top-tier global sport beyond its traditional fan base. The strategy mirrors what sports like Formula 1 have done successfully - leaning into pop culture crossovers to capture new audiences.

With the U.S. market a key battleground for growth, this partnership signals SailGP’s ambition to evolve into a global lifestyle brand, not just a racing series. Expect more collaborations across music, fashion, and entertainment as the sport continues to expand.