AND THE NEW TO ACCELERATE FAN GROWTH FOR MUBADALA BRAZIL SAILGP

AND THE NEW has been appointed by the Mubadala BrazilSailGP Team, marking another major addition to the agency’s growing international sports portfolio. More importantly, it is another signal of where ambitious sports properties are heading: away from passive channel management, and towards measurable social growth.

For teams, leagues and rights holders, the challenge is no longer just producing content. It is building an audience that chooses to follow, watch, engage and come back. In other words: building a fanbase, not just filling a feed.

That is exactly where AND THE NEW operates.

A DIFFERENT BRIEF FROM A DIFFERENT KIND OF SPORTS CLIENT

The opportunity with Mubadala BrazilSailGP Team is clear. Following the team’s debut season, the next phase is about growth: building a stronger social presence, expanding relevance with both local Brazilian and global audiences, and creating a more effective system for turning attention into long-term fandom. The brief is rooted in social growth strategy, content development and channel acceleration, rather than simply “doing more social.”

That distinction matters.

Too many sports properties still treat social as a publishing function. Post the content. Cut the clips. Boost the campaign. Hope it lands.

But social growth does not work like that anymore.

Platforms reward relevance, retention, conversation and repeatability. Fans follow teams because the content gives them a reason to care, not because the brand shows up in their feed often enough. That means growth comes from combining creative quality with a deep understanding of platform behaviour.

For Mubadala BrazilSailGP, the focus will be on building a stronger social growth engine around the team: shaping strategy across channels, developing content planning and briefing processes, supporting post-production, and helping drive more consistent audience growth through stronger storytelling and smarter distribution. The wider remit also includes creative development to support audience growth around key moments.

SOCIAL GROWTH AS A PRODUCT

With the Mubadaa Brazil SailGP teams becoming the latest "Social Growth" client for AND THE NEW, we will be implementing our three-step social growth system:

1. CREAT CONTENT THAT EARNS ATTENTION

Not just polished content. Social-native content. The kind that feels platform-right, story-led and built for audience response.

2. IMPROVE ORGANIC DISTRIBUTION

Growth is not just about what gets posted. It is also about what happens around the post: community management, conversation, seeding, response behaviour and the signals that help platforms push content further.

3. USE PAID MEDIA AS A TACTICAL LEVER

Paid distribution can accelerate reach, but only when it is working with strong creative and a clear growth objective. It should support performance, not mask weak content.

THIS IS THE DIRECTION THE SPORTS SOCIAL MEDIA INDUSTRY IS MOVING

This latest win builds on AND THE NEW’s work across some of the most ambitious names in sport, including World Supercross, the FIA, Mercedes-AMG Petronas F1, Aston Villa, British Basketball League and Class One Powerboat Championship.

Across those partnerships, we have helped sports properties turn social into a measurable growth channel.

For World Supercross, that meant taking organic social viewership from 9 million to 122 million by unlocking native content styles and audience-first publishing rhythms. For the FIA, it meant delivering 7.6 million YouTube views and a 27% increase in subscribers, alongside 192,000 more Instagram followers. For British Basketball League, it meant helping drive over 100 million content impressions in a season while increasing live viewership by 128%.

The common thread is simple: growth comes when sports brands stop treating social as output and start treating it as infrastructure.

BUILT FOR MODERN SPORT

AND THE NEW has built its reputation by helping both sports rights holders and brands invested across the sports and entertainment sector grow through a combination of strategy, content and algorithm understanding. The agency’s recent recognition as Boutique Agency of the Year at the 2025 Race Media Awards underlines that specialist expertise, particularly across racing and performance-led sports.

The Mubadala BrazilSailGP Team partnership is another step in that direction.

It is a new client win, yes. But it is also evidence of a bigger shift in the market. Rights holders increasingly want partners who can connect audience growth to content systems, platform intelligence and commercial ambition.