EQT, a global private markets firm, has announced a multi-year partnership with the Emirates Great Britain SailGP Team, running through to 2030.
EQT becomes the team’s official private markets partner across all SailGP championship events, with the partnership including prominent branding on the Emirates GBR F50 catamaran and premium hospitality for stakeholder engagement.
SailGP is one of the world’s fastest growing sports championships, with a 12x audience increase since launching in 2018, competing across EMEA, the Americas and Asia Pacific.
Peter Beske Nielsen, Head of Global Wealth Solutions at EQT, said the firm believes “an ever-larger share of value creation in the global economy is happening in private markets” and that as EQT broadens its investor base, “building brand awareness of our firm is a strategic priority.”
As private markets become more accessible to individual investors, building brand awareness beyond the traditional institutional base is becoming a priority.
The sponsorship is tied directly to EQT’s refreshed global brand platform “Better Never Ends,” a philosophy of continuous improvement that the firm is using to align its commercial and brand strategy.
Steve Nutbeam, CMO at EQT, added that “Better Never Ends” is “a mindset that shapes how we invest, how we build businesses, and how we continue to evolve as a firm.”
Private markets firms are increasingly investing in brand building as they look to expand beyond institutional capital into the wealth management and individual investor market.