At a time when DS Automobiles is opening a new chapter in its history, with the introduction of three new models within 18 months, the brand has entered into a new sporting partnership to support its growth trajectory. As part of this move, it becomes the title sponsor of the France SailGP Team — a first for an automotive manufacturer in this championship.
A Shared French Venture
Since 2024, the France SailGP Team has been developed by K-Challenge, based on a forward-looking model designed with the future in mind. The arrival of DS Automobiles as title sponsor marks a decisive step forward. It strengthens a group of already committed official partners such as Accor, L'Oréal Group and Leyton, together with visionary investors, including Kylian Mbappé, who have united around a shared French ambition: to build a high-performance sporting venture defined by reliability and added value.
By becoming the title sponsor of the France SailGP Team, DS Automobiles joins forces with a French project consistently focused on excellence, performance and efficiency. The DS Automobiles SailGP Team France thus becomes one of the leading players in a new generation of elite sport, where technology, emotion and environmental responsibility go hand in hand.
“I am particularly pleased with this partnership between DS Automobiles and the SailGP Team France, which share the same ambition: to showcase French excellence at the highest level through technology and innovation.”
Xavier Peugeot, CEO of DS Automobiles
“With DS Automobiles we share the same culture of high standards, boldness and attention to detail. This partnership strengthens a French project with a clear direction, designed for sustainable performance and driven by strong sporting ambition.”
Stephan Kandler, CEO of K-Challenge
Electrification and Responsible Innovation for a Shared Vision
SailGP represents an open-air laboratory and a unique field of expression where the precision of human input meets the power of technology. In this environment of extreme competition, data guides decisions and performance is judged at exceptionally high intensity. This demanding environment naturally resonates with DS Automobiles.
As a premium French brand, DS Automobiles embodies a vision of mobility in which design, technological innovation and comfort are inseparable elements. By becoming the main sponsor of the France SailGP Team, the Brand reaffirms its commitment to projects that combine expertise, efficiency and international influence.
In the world of SailGP, the concept of “impact” plays a central role. It is expressed through teams’ ability to measure and reduce their environmental footprint, integrate responsible practices and place sustainable innovation at the heart of the championship — particularly through the Impact League, the competition’s corporate social responsibility pillar. It is effectively a race within the race, a strategic objective that the France SailGP Team naturally aims to win.
Cleaner Mobility, Whether on the Track or on the Water
As the first premium automotive manufacturer to enter the FIA Formula E World Championship in 2015, and now through its involvement in SailGP alongside the French team, DS Automobiles views competition as a true accelerator of technological innovation, delivering direct benefits to its production models. Lessons learned on circuits around the world continuously feed the work of the Brand’s vehicle development teams, creating an ongoing transfer of expertise.
This pioneering spirit finds a natural reflection in the DNA of the SailGP championship, a true global laboratory of innovation. A philosophy also shared by K-Challenge, which is pursuing an ambitious strategy to decarbonize the maritime sector, supported by its LAB, where each innovation is designed as a tangible contribution to the future.
On the water as on the road, DS Automobiles, K-Challenge and the DS Automobiles SailGP Team France share the same ambition: to always move further ahead, with elegance, focus and commitment.
