SailGP hires Event Experience Manager to lead creative transformation of global fan experiences.
Overview
SailGP is one of the world’s fastest-growing global sports properties, blending high-performance sport with entertainment. With a new fan-focused strategy in place, the organisation created a brand-new role to reimagine how events are experienced around the world.
Challenge
SailGP aimed to appoint a creative leader who could design and deliver compelling, culture-led event experiences. The role required someone with strong marketing instincts and an international outlook, capable of shaping event days that offer more than just the racing itself.
The challenge was rooted in SailGP’s evolving event strategy, with a clear focus on delivering a holistic experience for fans and partners. This meant integrating hospitality, entertainment and engagement beyond the on-water competition, elevating each event into a destination.
Identifying the right candidate required navigating a highly niche brief centred on creativity and fan engagement. There was a limited pool of talent with experience designing cross-market, culturally relevant events at an international scale, making this a particularly competitive and targeted search.
Solution
Executives in Sport Group led a targeted headhunting process, managed by Eddie Koppoe, focused on identifying candidates with a strong creative lens and audience-first mindset.
“We focused on professionals from experience-led sporting properties, those already using event design and entertainment to elevate fan engagement. We wanted candidates who could show evidence of innovation, not just delivery.”
Eddie Koppoe, Consultant, EISG
The search began with detailed market mapping across leading experience-driven sports properties, identifying individuals with a proven track record of delivering culturally relevant, fan-focused event experiences.
To ensure alignment with the brief, bespoke screening questions were developed to assess creativity, marketing instincts and fan-first thinking. Candidates were also asked to present portfolios showcasing previous work, providing clear evidence of their ability to conceptualise and deliver engaging event experiences.
Given SailGP’s global calendar, international mobility and cultural awareness were key considerations throughout the process.
Outcome
The successful candidate brought a strong track record of delivering immersive, global event experiences within leading experience-led sports properties. Their portfolio demonstrated the ability to create tailored, culturally relevant concepts that enhance fan engagement and elevate the overall event experience.
58 candidates were approached, with 24 screened in detail. 5 were shortlisted and 2 progressed to final interview, resulting in a successful hire within 43 days.
“It was fantastic to secure a candidate from an organisation SailGP holds in high regard. Their creative flair, international experience and ability to bring big ideas to life made them the perfect fit.”
Eddie Koppoe, Consultant, EISG
Want to know more?
Eddie Koppoe specialises in Partnerships, Commercial, Business Development and Communications roles at Executives in Sport Group, get in touch with Eddie here