Private equity firm EQT has entered a multi-year partnership with the Emirates Great Britain SailGP Team, running through to 2030 across the full global SailGP championship calendar.
EQT becomes the team's official private markets partner at all global SailGP championship events. The deal includes prominent branding on the Emirates GBR F50 catamaran, plus access to premium hospitality and stakeholder engagement opportunities.
SailGP launched in 2018 and has recorded a 12x audience increase, making it one of the fastest-growing sports championships in the world. National teams compete in F50 catamarans at events across EMEA, the Americas and Asia Pacific.
The partnership coincides with EQT's refreshed global brand platform, 'Better Never Ends', a philosophy of continuous improvement the firm says mirrors the Emirates GBR team's focus on precision and performance.
Peter Beske Nielsen, Head of Global Wealth Solutions at EQT, said: "We believe that an ever-larger share of value creation in the global economy is happening in private markets, and individual investors want access to that opportunity. As we continue to broaden EQT's investor base, building brand awareness of our firm is a strategic priority. SailGP, also known as 'F1 on water', offers a truly global platform that reaches audiences across our key markets. We are proud to partner with Emirates GBR, a team that shares EQT's commitment to continuous improvement."
Steve Nutbeam, CMO at EQT, said: "At EQT, we believe that better never ends. It's a mindset that shapes how we invest, how we build businesses, and how we continue to evolve as a firm. Emirates GBR shares that same mindset, making this a natural partnership as we continue to build the EQT brand and deepen our connection with audiences around the world."
Sir Ben Ainslie, CEO and Team Principal of the Emirates GBR SailGP Team, said: "We're delighted to welcome EQT to the Emirates GBR SailGP Team. At the heart of both our organisations is a drive to keep getting better through innovation, performance and teamwork. That reflects EQT's 'Better Never Ends' philosophy and perfectly captures what it takes to succeed in SailGP, where marginal gains, constant innovation and performing under pressure make all the difference. We're proud to partner with an organisation that shares that mindset, and we look forward to working together to create value both on and off the water as we compete on the global stage."
