ADI is producing the live fan experience around SailGP’s global tour, supporting events across 13 coastal locations with a presentation package spanning hosts, music, screen content and storytelling.
The company took on the contract in November 2025, beginning with an observation visit to Abu Dhabi before moving into pre-production for events in Perth, Auckland and Sydney.
ADI’s role focuses on the show surrounding the racing, creating the content and atmosphere audiences encounter when they enter each venue. According to senior producer Lauren McKenna, the challenge is delivering a consistent standard across different countries, cultures and sites while rebuilding the show for each new environment.
The production requires extensive planning beyond the visible event presentation, including travel, freight, visas, local regulations and language considerations. In Brazil, for example, Portuguese-language communication and translated screen content had to be adapted and checked with local teams.
Regional culture is also built into the event format, with ADI bringing in local talent such as samba or brass bands in Rio de Janeiro and performers in Bermuda. McKenna said the aim is to deliver a global product while making each event feel authentic to its location.
On site, ADI operates with a lean specialist team working alongside larger international crews. The team is responsible for running orders, talent coordination, rehearsals and alignment between departments including lighting, audio and broadcast.
SailGP’s weather-dependent format adds further complexity, with race schedules and presentation plans changing at short notice. McKenna said scripts, show structures and timings often have to be rewritten within hours.
ADI also produces screen content in-house for the tour, adapting hype content, graphics and translations for each audience while keeping the presentation aligned with the SailGP brand.
Photos courtesy of Sail GP and ADI