With gaming, SailGP is betting it can convert casual viewers into invested spectators and amp up the excitement. During live races, the league says it captures 270,000 data points per second, which are processed, along with historical performance data, to supply real-time odds to bookmakers. This weekend, fans have the option to bet on the winner of each race, which teams will make it to the event finals, the winner of the event final and the overall season champion. A key aspect of the onsite activations will be teaching the racing rules of sailing, Johnson said. "The rules piece is a huge benefit for us because it gives people a really vested interest, not just who's in first and second, but why." said Johnson. With growing viewership, sponsorship dollars are flowing. In November, SailGP signed Rolex as its first title partner of the global sailing competition. Many of the individual teams have now attracted major sponsors including brands such as Red Bull, Emirates, Mubadala, Tommy Hilfiger, Rockwool and Deutsche Bank. The league is also selling off teams to investors at increasingly rich valuations. In November 2023, an investor group led by Marc Lasry's Avenue Sports Fund completed its acquisition of the U.S. team for $35 million, a significant jump from the previous $5 million to $10 million range for team acquisitions. And on Tuesday, SailGP announced that the Red Bull Italy SailGP Team had been acquired by a consortium of investors led by Muse Capital founding partner Assia Grazioli-Venier and luxury brand entrepreneur Gian Luca Passi de Preposulo, with sailing legend Jimmy Spithill as CEO and co-owner. Hollywood actress Anne Hathaway also took a stake in the team. Teams are now being acquired for in excess of $50 million, the league told CNBC.