Inside Sail GP

In 2025, RedBull ITA SailGP Team engaged SPK to structure and evolve its digital ecosystem, with one clear objective: build a premium, coherent and high-performing Italian identity across all social platforms. Beyond simple social media management, the challenge was to transform a sports team into a fully-fledged brand — one capable of existing year-round and activating its key moments — announcements, race weeks, partnerships — with real impact. The framework put in place evolved into a fully integrated model. Following an initial strategic phase covering editorial direction, coordination and content framing, SPK progressively took over complete social media management: daily community management, creative production, paid media oversight and performance reporting. Activations were deployed around the season's major milestones (NYC announcement, Red Bull Sailing Academy, roster expansion, SailGP Napoli 2026 announcement), with a live and near-live approach during race weekends. The paid media strategy was structured around three pillars — audience growth, engagement and big moment amplification — with an always-on approach and investment peaks during race weeks. The result: significant community growth, amplified content tied to sporting performance and a rising Italian identity as a driver of engagement. Digital became a strategic engine for the team's awareness and reputation.