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CYCA appoints Mana Group to shape commercial future of the Rolex Sydney Hobart Yacht Race

Home 2026 CYCA appoints Mana Group to shape commercial future of the Rolex Sydney Hobart Yacht Race

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The Cruising Yacht Club of Australia (CYCA) has appointed Mana Group to help shape the long-term growth of the Rolex Sydney Hobart Yacht Race and the broader CYCA portfolio. 

Mana Group manage some of Australia's most enduring sporting events and organisations including the TCS Sydney Marathon, Australian Athletics, Swimming Australia, the Stawell Gift, the World Athletics Cross Country Championships and Rio Tinto. 

For more than 80 years, the Rolex Sydney Hobart has occupied a unique place in Australian sport. The Boxing Day start remains one of the country's great sporting traditions, captivating generations and creating stories that extend far beyond our sailing community. 

Working alongside CYCA, Mana Group will lead the development of a long-term commercial strategy. The engagement includes reviewing the commercial rights structure, developing a future sponsorship architecture, identifying new broadcast and digital revenue opportunities, strengthening commercial data and reporting systems, and creating a scalable commercial platform to support long-term growth while preserving the prestige and integrity that have defined the race for decades. 

CYCA CEO Justine Kirkjian said the appointment of Mana Group to lead the strategic commercial development for the Club and its premier event, the Rolex Sydney Hobart was an investment in the future. 

“Mana Group's experience working with sporting organisations, major events and commercial partners made them a strong fit for the Club and the Rolex Sydney Hobart Yacht Race,” Kirkjian said. 

For Mana Group CEO Trent Taylor, the opportunity represents more than a commercial engagement. 

"The Rolex Sydney Hobart Yacht Race is part of Australian sporting folklore. Events like this deserve to be treated with care. Our role is to help create the commercial foundations that will support the Rolex Sydney Hobart for decades to come. That means thinking beyond sponsorship sales to how rights are structured, how partnerships are designed, and how commercial value is created without compromising the heritage that makes the race so special. 

"We've been fortunate to work alongside some of Australia's most respected sporting organisations, event owners and corporate partners. That trust comes from understanding that iconic events need thoughtful stewardship, long-term thinking and sustainable commercial foundations that allow them to thrive for decades to come," Taylor said. 

Rolex Sydney Hobart Yacht Race by the numbers 

The scale and significance of the Rolex Sydney Hobart Yacht Race is reflected in the strength of its audience and engagement: 

-    1.3 million television viewers reached through the race start broadcast on Nine. 

-    14.9 million social content views. 

-    8.5 million digital users engaged with race content. 

-    857,000 website visits during the race period. 

-    More than 3,300 CYCA members. 

-    More than 17,000 club visitors annually. 

-    Twenty-four years of partnership with Rolex. 

Combining more than eight decades of heritage with national reach and a deeply engaged audience, the Rolex Sydney Hobart offers partners a rare opportunity to align with one of Australia's most enduring sporting properties and become part of a story that has captivated generations. 

The appointment further strengthens Mana Group's position as one of Australia's leading commercial advisors to rights holders, event owners and iconic sporting brands, continuing a track record of helping organisations balance commercial growth with the preservation of the heritage and values that define them. 

For more information about Mana Group and its portfolio of partners and projects, visit manaseg.com. 

Featured image - ROLEX/Kurt Arrigo pic