SailGP makes landmark sports betting move as it partners with Smarkets

SailGP has made its first official sports betting partnership, teaming up with London-based Smarkets as it looks to expand how fans engage with the sport.

Smarkets, which has described itself as a product-led prediction market company, will become the official sports trading partner of the Rolex SailGP Championship for the next three years. 

The company will also have betting integration rights in the UK, Ireland and Sweden. 

“SailGP is built on speed, precision and data – and the nature of the racing with multiple short-course races rates compelling, highly-competitive action every time our teams take to the water with multiple different Grand Prix winners over a season,” said Andrew Thompson, SailGP Managing Director. 

“By working with Smarkets, we’re able to use the sophisticated real-time data behind SailGP to unlock new ways for fans to engage with the competition, while continuing to grow the championship around the world.”

Smarkets has traditionally operated via a betting exchange and also owns the SBK sportsbook. The business has a focus on transparent pricing and technology, and has been a staple in the UK market for nearly two decades.

It will also become an official partner of the Emirates Great Britain SailGP Team – the league’s 2025 Season Champions – and the Emirates Great Britain Sail Grand Prix | Portsmouth.

Strong tailwinds for SailGP 

The deals are set to build on SailGP’s formal entry into the sports betting marketplace in 2025, when odds and markets were available globally ahead of its New York event in June.

Jason Trost, Smarkets Founder and CEO, added: “SailGP is a data-rich, high-performance sport, and that’s exactly where exchange betting thrives. 

“At Smarkets, prices are driven by real-time information and competition between participants, not bookmaker margins. 

“This partnership brings a sharper, more transparent way to bet to fans across the UK, Ireland and Sweden.”

The partnership will aim to deliver a tailored, data-driven sports trading experience designed to improve how fans engage with the fast-growing sport across the season.

The speed at which the sport is gaining traction was evident from its performance last year. In 2025, the racing championship – launched by billionaire tech guru Larry Ellison and world champion New Zealand yachtsman Sir Russell Coutts – saw its dedicated broadcast audience soar to 215 million. 

Total social views surpassed 1.65 billion – up 90% from the previous season – while YouTube subscribers passed the 1 million mark and total followers across major social platforms reached 2.7 million.

Smarkets’ decision to partner with SailGP is an interesting one given the timing, as some operators are beginning to cut marketing budgets ahead of the new tax framework coming into effect in April.