The Cruising Yacht Club of Australia has appointed Mana Group to develop a long-term commercial strategy for the Rolex Sydney Hobart Yacht Race, with the brief spanning sponsorship architecture, broadcast and digital revenue, rights structures, and commercial data systems.
Mana Group brings a substantial portfolio to the role, having worked with the TCS Sydney Marathon, Australian Athletics, Swimming Australia, the Stawell Gift, the World Athletics Cross Country Championships, and Rio Tinto.
CYCA CEO Justine Kirkjian framed the move as forward-looking. "Mana Group's experience working with sporting organisations, major events and commercial partners made them a strong fit for the Club and the Rolex Sydney Hobart Yacht Race," she said.
The scale of what they're being asked to grow is considerable. The race reached 1.3 million television viewers through the start broadcast on Nine, generated 14.9 million social content views, and engaged 8.5 million digital users. The CYCA counts more than 3,300 members and welcomes over 17,000 club visitors annually, backed by 24 years of partnership with Rolex.
For Mana Group CEO Trent Taylor, the appointment carries weight beyond the commercial brief. "The Rolex Sydney Hobart Yacht Race is part of Australian sporting folklore. Events like this deserve to be treated with care. Our role is to help create the commercial foundations that will support the Rolex Sydney Hobart for decades to come. That means thinking beyond sponsorship sales to how rights are structured, how partnerships are designed, and how commercial value is created without compromising the heritage that makes the race so special."
Taylor was equally clear about the philosophy underpinning the work: "We've been fortunate to work alongside some of Australia's most respected sporting organisations, event owners and corporate partners. That trust comes from understanding that iconic events need thoughtful stewardship, long-term thinking and sustainable commercial foundations that allow them to thrive for decades to come."
The race has been running for more than 80 years. Getting that balance right matters.
