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The United States SailGP Team and CÎROC announced a multi-year partnership, naming CÎROC as the Official Vodka Partner of the U.S. SailGP Team. This announcement comes ahead of the SailGP New York race, which will take place in New York Harbor. Mike Buckley, Team Principal, CEO & Co-Owner, United States SailGP Team, commented on the significance of this partnership in relation to New York's backdrop.
Operators who juggle shelf space against the buzz of live events see Cîroc’s new role as the official vodka partner for the U.S. SailGP Team as a clear indicator that premium spirits are directing marketing dollars toward high‑profile sporting moments that fit current consumption trends.
The announcement points to an influx of Cîroc‑branded activations in on‑premise venues, especially those hosting prominent sports events. With the partnership unveiled on May 26 ahead of the New York Harbor race, Cîroc positions itself within a niche sport that commands a concentrated audience despite its <1 % share of U.S. sports sponsorship spend.
That concentration offers distributors and retailers greater potential for engaging the target demographic.
Diageo’s Q2 2025 report records a 4.4 percent rise in its vodka segment, driven largely by premiumization and Cîroc’s expansion into ready‑to‑drink formats. In contrast, Beverage Information Group’s 2024 data reveal a 3.2 percent drop in off‑premise premium vodka volume—a shift that highlights the growing importance of experiential channels.
Aligning with SailGP reinforces Cîroc’s on‑premise experiential focus at a time when the market is moving away from pure volume toward curated, high‑value events. Cîroc’s past activations at the U.S. Open and Super Bowl LX targeted 25‑40 year‑olds with significant disposable income, demonstrating its ability to translate lifestyle narratives into tangible sales lift for bars and retailers.
Distributors should align promotion calendars with the SailGP season’s key races, especially the New York Harbor race on May 26, to take advantage of the brand’s exposure. The partnership focuses on brand exposure through co‑branded content and exclusive merchandise across select global venues; it does not involve lighter packaging or altered bottle sizes.
Retailers need not change shelf dimensions but can expect heightened demand for Cîroc during the SailGP season, particularly at bars hosting viewing parties or located near waterfronts. The partnership is a calculated move by Cîroc to cement premium positioning through experiential channels that align with current market dynamics. Distributors and retailers should plan inventory and promotion around the 2026 SailGP calendar, especially the New York Harbor race on May 26, to capture consumers primed for high‑quality vodka in an engaging sport context.
Original Press Release
CÎROC NAMED OFFICIAL VODKA PARTNER OF THE UNITED STATES SAILGP TEAM AHEAD OF LANDMARK NEW YORK CITY RACE
The premium vodka brand joins forces with the U.S. SailGP Team as part of its landmark CÎROC Athletic Club initiative — bringing world-class style to the world’s fastest racing series on the water as the competition comes to New York Harbor.
NEW YORK, NY (May 26, 2026) — The United States SailGP Team and the iconic premium vodka brand CÎROC today announced an exciting new multi-year partnership, naming CÎROC the Official Vodka Partner of the U.S. SailGP Team. The announcement comes ahead of the highly anticipated SailGP New York race, where the American team will compete on their home waters in front of one of the sport’s most electric atmospheres.
“New York is the perfect backdrop to launch this partnership. CÎROC embodies the same spirit of boldness, prestige, and excellence that drives our team every time we hit the water. We couldn’t think of a better partner to celebrate with as we race in our home city,” said Mike Buckley, Team Principal, CEO & Co-Owner, United States SailGP Team.
The CÎROC Athletic Club is a lifestyle platform that invites guests to Leisure Well, embracing CÎROC’s modern philosophy that leisure is not passive but powerful. From curated sporting events and cultural experiences to flavor-driven dining moments, the CÎROC Athletic Club brings together people who know that living well means celebrating often, and doing it with CÎROC in hand. This partnership reinforces the athletic club’s position at the intersection of culture, leisure, and sport.
Sailing was a natural addition to the CÎROC Athletic Club portfolio. The sport’s unique blend of raw athleticism, razor-sharp strategy, technical mastery, and coastal elegance mirrors the values CÎROC has long championed. SailGP in particular, with its cutting-edge F50 foiling catamarans, global audiences, and aspirational lifestyle credentials, represents the sport at its most electrifying, making the U.S. SailGP Team an ideal partner for the program.
“The CÎROC Athletic Club is about celebrating culture and leisure in all its forms, and sailing is the perfect embodiment of that vision. Partnering with the U.S. SailGP Team in New York, on home waters, makes this an incredibly special moment for the brand and for the Athletic Club,” said Nick Tran, President & CMO, CÎROC.
Beyond New York, the CÎROC Athletic Club’s partnership with the U.S. SailGP Team will extend across the full season, with co-branded content, exclusive merchandise, and further activations at select race venues worldwide. The SailGP New York race takes place on the waters of New York Harbor.
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Source: BevNET