Delivering a world-class global sporting event is often judged by what audiences see in the spectacle, the energy and the seamless execution.
But behind the scenes of the Rolex Sail GP Championship, ADI’s delivery tells a far more human story – one defined by long days, constant travel, cultural nuance and an extraordinary level of coordination that begins months and often years in advance.
Bringing the Fan Experience to Life
Across thirteen coastal sites around the world, our team is tasked with producing the fan experience around Rolex Sail GP Championship – everything beyond the racing itself. It’s a responsibility that demands not only the greatest creativity, but also technical excellence, resilience, adaptability and a deep understanding of people.
The reality of delivering a global tour is as complex as it is rewarding.
Taking on a brand-new contract in November 2025 meant building from the ground up. The team began by travelling to Abu Dhabi to observe an existing event, before immediately moving into pre-production for the opening run of events across Perth, Auckland and Sydney.
The race was officially on.
We produce the show around the sport. Everything a fan sees or feels when they enter the venue - that's us. The hosts, the music, the screen content, the storytelling. It's a million things, and it changes from day to day. We're delivering one event while planning the next and budgeting for seasons beyond that. It's completely non-stop. But delivering that consistently across different countries, cultures and venues is the real challenge. You're effectively rebuilding the same standard of show from scratch every time, in a completely new environment."
The Unseen Challenges of Global Delivery
While the final product may appear effortless, the reality behind the scenes is anything but. Each event requires navigating international logistics that audiences rarely consider – visas, travel coordination, freight, local regulations and language barriers.
In Brazil, for example, the Portuguese language became a key operational consideration. Hiring local talent is another critical component. From samba or brass bands in Rio de Janeiro to Gombeys’ troupes in Bermuda, ADI actively integrates regional culture into each event.
Everything from screen content to on-site communication had to be adapted. We worked closely with local teams to translate and sense-check everything so nothing was left to interpretation. It's those details that make the difference between a show that works and one that truly connects with the audience. That's a huge part of what makes the show feel authentic. We're not just delivering a global product; we're celebrating local culture while aligning it with the Rolex Sail GP Championship brand - that's how you bring new fans into the sport."
Adapting in Real Time: Creativity Under Pressure
One of the defining challenges of Rolex Sail GP Championship is its unpredictability. As a weather-dependent sport, race schedules can change with little notice, which forces the team to adapt instantly. From early morning schedule changes in Auckland to shifting race windows across the season, adaptability is not just a skill – it’s essential to maintaining a world-class standard.
Alongside logistics and operations, creative content and event production play a central role. All screen content is produced in-house by ADI’s design team, ensuring consistency and quality across the global tour. This balance between global consistency and local relevance is what defines the Rolex SailGP Championship experience – and what keeps audiences engaged across continents.
There's a huge amount of collaboration involved and we brief, review, refine and adapt constantly. Whether it's hype content, graphics or translations, everything has to work for that specific audience while still feeling part of the overall brand.
The Rolex Sail GP Championship is the most flexible event I've ever worked on. You can have a full plan in place and then suddenly need to rewrite scripts, restructure the show and adjust timings within hours. You have to be agile and trust your team.
The Team Making Global Impact
Despite the scale of the production, our on-site team remains intentionally lean – typically just a handful of specialists working alongside a much larger crew drawn internationally. That work includes writing detailed running orders, coordinating technical teams, managing talent, overseeing rehearsals and ensuring every department – from light to audio to broadcast – operates in sync.
Ultimately, the success of Rolex Sail GP Championship‘s presentation lies not just in its execution but through the people behind it.
It's about precision - every cue, every moment is planned. When it works, it feels effortless, but that's only because of the level of detail behind it. The live environment is where everything comes together, and that's where the pressure really shows, but it's also where the teamwork, creativity and preparation pay off.
Coming from a freelance background, I used to arrive on the day, do my role and leave. Now you see everything that happens behind the scenes - the planning, the pressure, the coordination - and it's a completely different perspective. What looks simple to an audience is actually a huge amount of work. You realise how many people are involved and how much effort goes into making it all happen. It gives you a real appreciation for the scale of it, and for the close-knit team around you."
As the Rolex Sail GP Championship moves from city to city across the globe, ADI continues to evolve alongside it – delivering seamless, high-impact experiences while navigating the complex, ever-changing reality behind the scenes.
Because while the racing may only last minutes, the work that brings it to life never stops.
Photography courtesy of Sail GP and ADI.
