What's Happening?
CBS Sports has secured a two-year media rights extension with SailGP, a competitive sailing league co-founded by Larry Ellison in 2018. This agreement will provide over 50 hours of coverage each season
of the Rolex SailGP Championship across CBS Sports platforms in 2026 and 2027. The network, which has been broadcasting SailGP events in the U.S. since 2019, will feature live coverage of several racing days and highlights on key weekends. The deal is structured under a time-buy agreement, a common practice for niche sports rights. SailGP's recent broadcast, 'The Race to Abu Dhabi,' attracted 3.469 million viewers, marking the most-watched sailing race in U.S. history. The partnership aims to continue expanding SailGP's audience in the U.S. and globally.
Why It's Important?
The extension of media rights with CBS Sports is significant for SailGP as it underscores the growing popularity of sailing as a spectator sport in the U.S. and globally. By securing a major network like CBS, SailGP can reach a broader audience, potentially increasing its fan base and commercial opportunities. This partnership also highlights the strategic importance of media rights in sports, as they provide essential revenue streams and visibility. For CBS Sports, this deal enhances its sports programming portfolio, offering viewers diverse content and attracting sailing enthusiasts. The agreement reflects the increasing demand for niche sports content and the potential for growth in viewership and engagement.
What's Next?
The 2026 SailGP season will commence with the Oracle Perth Sail Grand Prix, scheduled to be broadcast on CBS on January 18. Additional broadcasts are planned for February, April, June, July, and September, with more dates to be announced later in the year. As the partnership progresses, both CBS Sports and SailGP will likely explore further opportunities to enhance viewer engagement and expand the sport's reach. Stakeholders in the sailing community and sports media industry will be watching closely to see how this partnership influences the popularity and commercial success of SailGP.
