Has SailGP overtaken F1 as the best client hospitality in sport?

I received a press release this week announcing Blueberry as the latest sponsor of the Australia SailGP Team. On its own, it’s a perfectly solid partnership: a growth-minded financial trading platform aligning with a fast-rising global sports property. But it landed at an interesting moment. In recent weeks, two separate sponsors have told me that SailGP now offers the best hospitality experience in world sport, better, they say, than Formula 1.

Hospitality remains one of the most valuable assets in a B2B sponsorship. For many brands, particularly in financial and professional services, it is where the real ROI lives. Media impressions, branded content and logo placements can justify a deal on paper, but it is the face-to-face contact with senior clients that generates measurable business outcomes. A well-timed conversation over a race weekend can achieve what six months of email follow-ups cannot. Hospitality is, in many ways, the original conversion funnel.