The Wind at Their Backs: A Conversation with Ben Johnson of SailGP
Speed, Storytelling, and Stadium Racing: How SailGP is Redefining Sports Partnerships
I had the privilege of speaking with Ben Johnson, Chief Revenue Officer at SailGP, about how he and his team are building one of the most innovative properties in global sport; from pioneering immersive hospitality experiences to forming long-term brand partnerships grounded in purpose and performance.
******
TW: All right, what first drew you to the worlds of sports and commercial partnerships?
BJ: I randomly fell into sports. My background was actually more on the advertising and marketing side here in New York. I had the fortune of starting at some really well-established agencies, learning what great work looked like in terms of client relations, brand development, clear communications, and storytelling. It was actually the storytelling piece that hooked me to sports. I think sports is the greatest single storytelling platform in the world. It really connects people across cultures and demographics to find passion points they didn’t know existed. SailGP is a wonderful example of that at scale.
I didn’t grow up a sailor or a fan of this sport. I’ve now come to love it because of my exposure to it, the venues, and the experiences. I originally came into the world of sports through a participatory role at a company called Tough Mudder. I followed that team as we started a company called the Drone Racing League, which is exactly what it sounds like: flying quadcopter drones like Formula 1. Eventually, that path led me to SailGP.
TW: That’s awesome. Was there a pivotal moment that shaped your professional philosophy or approach to leadership?
BJ: I have been really fortunate to have incredibly strong leadership since coming out of college. I didn’t really know what I wanted to do after university, but I had people around me who were truly passionate about their work. I worked in politics early on and learned the value of admiring the people you work for. That is such an important part of being able to wake up and put your time, effort, and energy into your work every day.
I have followed my curiosity throughout my career. I have looked for things that felt unique and different. That helped shape what I expected from the people I worked for. They all had a clear vision and held themselves to high standards. That set the tone for their teams. I’ve always wanted to be part of something ambitious with the potential to grow. I hope I’ve been able to pass that same mindset on to the teams I now lead.
I am lucky to be surrounded by amazing people across sports, media, tech, and entertainment. Curiosity is the common thread that connects us.
TW: Perfect. Let’s move on to your role at SailGP. What does a typical day look like for you as CRO?
BJ: SailGP is an ambitious organization with a lot of opportunity. We are working across events, teams, media, tech, and entertainment. Much of what we are doing is being built from scratch.
We are fortunate to be backed by Larry Ellison and Sir Russell Coutts. They have a clear vision for a new kind of stadium racing sport that is close to shore and more accessible for fans. That influences every department across SailGP. Whether you are on operations or marketing, your job is to deliver the product they envisioned to the world.
That includes sponsorships, media distribution, audience engagement, and bringing races to new venues. My role is to ensure that leaders in sports, media, tech, and entertainment understand what SailGP is and what we are trying to accomplish. I want them to see the vision behind the sport and recognize the potential of a new global property.
TW: SailGP is such a unique property. How do you balance the needs of global partners with the identity and mission of the SailGP brand?
BJ: We are building something with tremendous new value. From our media structure to our on-site experiences, it is all carefully considered. At the end of the day, it is our brand partners who validate that vision. Rolex, Emirates, DP World, Oracle, and others are helping shape how their brands appear within the SailGP ecosystem.
We do not recycle ideas. Everything is developed from scratch. Technology partnerships on the water, for example, are still very rare. That means we have to build custom case studies and activation strategies that are authentic and beneficial to both the partner and the league.
We try to identify shared opportunities. That might mean integrating a product into the fan experience or building a first-of-its-kind campaign. We are creating new, family-friendly, brand-safe experiences. Our partners recognize that and are excited to be part of it.
TW: How does SailGP differentiate itself in a crowded sports and entertainment market?
BJ: Our hospitality experience is one of the best in the world. It is immersive and very close to the action. We take guests out on chase boats that follow the races in real time. Seeing an F50 fly past your boat at twice the speed is a moment that never gets old.
Those experiences are different from sitting courtside or in a suite. They are high touch and unforgettable. From a content and distribution standpoint, we also offer a wide range of engagement options. Fans can tune in for one race or follow the athletes behind the scenes throughout the season.
That range allows us to offer something new. We can customize the fan journey and build a stronger connection with our audiences and our partners.
TW: What trends in fan engagement or sports tech are you most excited about right now?
BJ: I see two big areas. First, in the post-COVID era, fans want experiences that are social, communal, and immersive. The expectations are higher than ever, and we take that seriously. That demand has allowed us to create event days that feel truly different from traditional sports events.
Second, our technology is world-class. We are operating flying IoT-enabled boats at 60 miles an hour. Our team delivers that experience to fans through AR, VR, and the SailGP app. Fans can watch specific team feeds and build their own custom view of a race day.
That personalization is rare in most legacy sports. We are able to build those features into our DNA from the beginning.
TW: I’ve heard a lot about SailGP’s hospitality. With it being on the water, how do you create that stadium atmosphere?
BJ: SailGP is city-centered stadium racing. We bring the race right to the people. In San Francisco, for example, we race right off the Marina. The backdrop is the Golden Gate Bridge and Alcatraz. Thousands of fans gather along the shore, but we also bring in traditional fan experiences in unexpected places.
In most stadiums, you sit in one spot and see part of the action. At SailGP, fans can see the entire racecourse. That means you can watch the battle for first and the battle for sixth all from one view. It makes for an incredibly immersive and dynamic spectator experience.
TW: That’s awesome. I’ve got to get to one. June 7th, right?
BJ: June 7th and 8th in New York. We’d be happy to host.
TW: Let’s talk about leadership and culture. How do you build a culture of performance and creativity within commercial teams?
BJ: This is the biggest opportunity in commercial partnerships today. The expectation for authenticity is now fundamental. Putting a logo on a wall and calling it a day does not work anymore. That model does not build lasting partnerships.
Everything we do is future-focused. We want our partners to be with us for decades. That puts a lot of pressure on the ideas, materials, and execution — and that’s a good thing. We aim to build each touchpoint around what the partner really needs.
We look for people with backgrounds in marketing and advertising. Sometimes, they come from nontraditional paths. What matters most is their ability to understand the partner’s goals before we even send a proposal.
TW: Looking ahead, where do you see the biggest growth opportunities for SailGP in the next three to five years?
BJ: Custom experiences, ticketing, and group ticketing will be key growth areas. Demand is already outpacing our capacity. We are inspired by events like the Kentucky Derby and Indy 500, where thousands of fans come for immersive experiences in iconic locations.
We also have room to bring in a few strategic global partners to help tell these stories. As sponsorship trends shift toward premium experiences and bespoke activations, SailGP is well positioned to lead.
TW: Second to last question; personally and professionally, what would success look like for you over the next three to five years?
BJ: I want people to know what SailGP is. I want them to attend a race and experience it for themselves. This is not just a sport for traditional sailing fans. It is for anyone who wants a fun, community-driven, and high-energy event.
I believe SailGP is the most exciting product in sports right now. It is short format, communal, and designed for modern audiences. My goal is to help grow awareness and build long-term fandom.
TW: I love that. So, we always end with this: What is a piece of advice you’ve received that stuck with you throughout your career?
BJ: Be curious. To borrow a Ted Lasso quote, curiosity has always been a guiding force in my career. It brings interesting people together and drives passion. If you are curious about something, that is often the best instinct to follow. It has always led me to the most fulfilling projects.
TW: That’s a great answer.
******
From redefining what hospitality means in sport to cultivating brand partnerships that are built to last, Ben Johnson shared a powerful view into how SailGP is turning the tide on sports marketing. His perspective on leadership, technology integration, and fan engagement offers valuable lessons for brands and rights holders alike. A huge thank you to Ben for his generosity, insights, and time; we’re excited to see what’s next for SailGP.
Many thanks to Ben Johnson for sharing his journey into the exciting world of SailGP. As always, huge thanks to you as well for reading along.
Additional Resources
This looks like the coolest sport. Need to get to one of these.