Thrive strengthens Sports & Entertainment offering with launch of SailGP



Thrive has added to its Sports & Entertainment sector client portfolio, appointed as the Australian PR agency for the launch of a groundbreaking new global racing league, SailGP, managing all local media relations for the league and the Australian team.


Following a competitive pitch, the client win comes on the back of Michelle Fowler joining the agency to lead Thrive’s Sports & Entertainment offering mid last year.

Launching in Sydney on Friday 16 February, SailGP is set to redefine sailing with five grand prix events globally featuring six national teams from Australia, China, France, Great Britain, Japan and USA.



Christy Cahill, Director of Communications at SailGP, said: “Thrive’s creative and strategic approach, combined with their strong credentials in sports PR and highly capable team made them the standout agency to appoint locally.”

“They’ve become an invaluable extension of our global and local teams and we’re excited to see the event come to life this week on spectacular Sydney Harbour.”

Michelle Fowler, Group Account Director at Thrive, said: “We’re delighted to work on SailGP, an ambitious project that will advance the sport of sailing on a global scale.”

“Whether driving ticket sales, raising awareness or getting people actively participating, PR and communications in the sports sector is highly specialised. The sporting market in Australia is extremely competitive, so to achieve the results we have so far for SailGP in terms of consumer interest and media exposure is really pleasing. We’re looking forward to continuing the push this week leading up to the Sydney SailGP event.”


Spearheaded by Oracle co-founder Larry Ellison and World Champion yachtsman Sir Russell Coutts, SailGP will bring intensely competitive, high-speed inshore racing to fans in some of the most renowned harbours in the world - including San Francisco, NYC and Marseille - as world-class crews compete for the championship trophy and a $1 million prize.


Michelle Fowler joined Thrive in 2018 with extensive sports PR experience, having worked with some of the biggest sports properties in the world in soccer, Formula One and athletics in Australia and London.

In addition to SailGP, Thrive’s sports portfolio includes Swimming Australia, STIHL Timbersports, Collective Wellness Group (including Anytime Fitness), Pickstar and ANZ including their sponsorship of the Australian Open tennis.

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