T-Mobile for Business’ sponsorship of SailGP NYC was an ideal opportunity to highlight our 5G capabilities in a real-world, high-stakes environment by enhancing both race day operations and fan experiences. SailGP’s mission—to fuse technology with the competitive sport of sailing—aligned perfectly with T-Mobile’s innovative 5G-enabled solutions. It allowed us to demonstrate the power of 5G in real-time, showcasing how TFB’s technology improved connectivity and efficiency for SailGP athletes and organizers.
We designed and executed a high-impact social activation campaign that captured the dynamic role of 5G at SailGP. The campaign needed to authentically engage audiences while demonstrating T-Mobile’s brand value. With the fast-paced nature of the event, our goal was to deliver near real-time content that would bring viewers into the race’s action and demonstrate the transformative effects of T-Mobile’s 5G technology on sporting events.
We partnered with tech influencer, Ronald van Loon to capture coverage of the event, behind-the-scenes content, and in-the-moment footage. Then we worked as a cross-functional, newsroom-style team to create a series of posts that highlighted specific T-Mobile-enabled tech features, like real-time data transmission and live communications between SailGP’s race officials and teams. Each post showcased the intersection of 5G and cutting-edge sports, underscoring how TFB’s technology elevated the race experience.
The social activation was a huge success, generating high engagement across LinkedIn, consistently growing our followers, and further establishing T-Mobile’s reputation as an innovative leader in high-demand 5G applications, like live sporting events.