Published on November 25th, 2024
Location: Global
United States SailGP Team Unveil ‘Liberty Marine’ Team Branding Ahead of 2025 Season
The U.S. SailGP Team have unveiled innovative new team branding for the 2025 season as part of their on-going work with global sports marketing agency SPORTFIVE.
Debuted this weekend at the Emirates Dubai Sail Grand Prix, the new F50 catamaran boat design calls upon influences from an iconic American Symbol, the Statue of Liberty, to showcase the team’s commitment to inspiring a new generation of American dreamers and athletes.
The updated livery design sees the United States SailGP Team transition to a new ‘Liberty Marine’ colourway. Inspired by the imagery and colour scheme of the Statue of Liberty, the livery offers a fresh and adapted look for the team ahead of the 2025 season.
The U.S. team’s rebrand, led by global sports marketing agency SPORTFIVE, also includes new uniforms for all team members with bespoke helmets designed in collaboration with team sponsor Red Bull. Mirroring the boat’s new livery design, the helmets feature ‘Liberty Marine’ stripes as well as candied paint elements, chrome finishes and ghosted Americana detailing.
“Drawing inspiration from this iconic symbol (The Statue of Liberty) was important to us in our creative process, as we want to be an example that inspires a new generation of dreamers and brings a more diverse range of people into the world of sailing.”
Mike Buckley, 2x World Champion Sailor, U.S. SailGP Team CEO, and Co-Owner
SPORTFIVE’s role in designing the new team branding is part of the agency’s broader work with the U.S. SailGP Team.
First working together in 2023, SPORTFIVE have supported the New York-based rights holder on a number of projects, including commercial representation, and brand strategy and positioning.
The latter includes the team’s newly designed livery and has seen SPORTFIVE develop a re-imagined go-to-market story with a unique visual style to help the U.S. SailGP Team stand out in the competitive, high-performance world of SailGP.
SailGP, the world’s most exciting race on water, was founded in 2018 by Oracle’s Larry Ellison and Sir Russell Coutts. Over the past four seasons the league has grown from six teams and five events to its 2025 Season where 12 national teams will now compete in 14 events around the globe.
Ash Bendelow, Chief Creative Officer, SPORTFIVE, said: “U.S. SailGP is on an incredibly exciting journey to redefine sailing in the minds of the masses and inspire a new generation of fans.
“We are delighted to be playing a part in this journey through our broader brand positioning work with U.S. SailGP and more specifically designing the team’s new livery and uniform - two of the most crucial elements of the team’s tangible brand identity.”
Mike Buckley, 2x World Champion Sailor, U.S. SailGP Team CEO, and Co-Owner, said: “The Statue of Liberty is a legendary American landmark, representing hope, freedom, and opportunity.
“Drawing inspiration from this iconic symbol was important to us in our creative process, as we want to be an example that inspires a new generation of dreamers and brings a more diverse range of people into the world of sailing. Just like Lady Liberty did in New York Harbor all those years ago.”
Lee Robins, Design Director, SPORTFIVE, said: “Through the brand positioning project we’ve been undertaking with US SailGP, the team’s ambition is to change behaviours on and off the water with a focus on challenging the status quo. We took that idea to the water and looked to create an icon of the sea.
“Other teams in the league tend to take inspiration from the flag colours of the country they represent, often leading to a blur of blue, red and white at sea. U.S. SailGP broke the mould and adopted a colour inspired by Lady Liberty and everything she represents, Liberty Marine, avoiding the cliché of the red, white and blue. The natural evolution of the Lady Liberty oxidation process is representative of the transformation and new era of US SailGP.”
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About the U.S. SailGP Team
Energized by prestigious new owners and investors across U.S. professional sports, entertainment and technology, the U.S. SailGP Team is led by co-owners Ryan and Margaret McKillen and two-time world champion Mike Buckley.
Seven-time world champion Taylor Canfield is the driver, and the U.S. team has an All-American roster of talented athletes. The Americans are one of 12 national teams in the SailGP global championship that races in iconic locations around the world using identical hydrofoiling F50 catamarans, flying at speeds approaching 60 mph.
To find out more about U.S. SailGP, visit: www.sailgp.com/teams/united-states/
Press contacts
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Dominic Mills
Senior Associate, Marketing Communications
dominic.mills@sportfive.com
