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AND THE NEW have been appointed as strategic digital marketing and creative partner to global sailing entity The Race Around.

The newly launched digital and creative agency in sport, entertainment and gaming will activate The Race Around’s digital and content marketing strategy, focusing on conception and delivery of best-in-class digital content, channel development and audience growth and acquisition.

The Race Around is a new, round-the-world Class40 yacht race kicking off in September 2023, which will see 35 solo and double-handed boats embark on the ultimate global endeavour. Beginning in France, competitors will head through South Africa, New Zealand and Brazil, before returning to Europe in 2024.

More than a sporting event, The Race Around is focused on promoting true sustainability through its innovative Futures Programme – a first of its kind. The Futures Programme will initiate the development of a brand-new, fully cradle-to-cradle recyclable Class40 racing yacht designed to prove the concept and performance of circularity, as well as deliver a global multi-generational education programme and work with multiple industries on the development of sustainable fibres and materials.

Sam Holliday, Managing Director and Co-Founder of The Race Around, said: “Working with the guys at AND THE NEW has been fantastic so far. They get it, they’re down to earth, fun and we’re already moving in the right direction with a fresh digital, content and social media growth strategy. There’s lots of exciting things in the pipeline and we look forward to revealing them to the world!”

Dan Connor, Co-Founder & Digital Director of AND THE NEW, said: “We’re really excited to set sail with The Race Around and to be able to call them a founding client of AND THE NEW. Sam and the team have shown great faith in appointing us as their first ever digital-creative agency, and we look forward to delivering great result for them as they build towards their inaugural event in just over two years time.

“Not only is the 2023 race set to be one of the most challenging in Class40 history, but the work they’re doing to become truly sustainable by driving new innovations and knowledge sharing with multiple industries beyond their own is outstanding and inspiring. They have a genuinely unique story, and we can’t wait to start detailing it.”

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