SailGP's Chief Content Officer on Embracing Disruption and Engaging Audiences Across Platforms
Melissa Lawton has had an extraordinary career in sports broadcasting, from her early days at the Sydney Olympics to leadership roles at Red Bull, Meta, and now as Chief Content Officer at SailGP. Her journey is a testament to the power of networking, seizing opportunities, and constantly pushing the boundaries of what’s possible in sports content. At the SportsGrad Posdcast, Melissa shares her experiences working on global events, the evolution of sports broadcasting, and her advice for anyone aspiring to work in the industry.
Personal Career Lessons:
Networking is Essential
"It’s all about who you know in sport. I wouldn’t have gotten my first opportunity at the Sydney Olympics without my connections in rowing."
Take Strategic Career Risks
"I took a huge financial hit going to Network 10 to learn the hard skills I needed to really make it in TV."
Adapt to New Technologies
"At Red Bull, we shifted focus to digital and social content. It was about disrupting traditional models and thinking differently."
Work Hard and Be Kind
"Work hard and be kind to people. The sports industry is small, and the person you helped today might be the one hiring you tomorrow."
Balance Career and Family
"Moving to Austria for Red Bull was a strategic decision for both my career and my family. The cost of living, childcare, and the opportunity were all part of the decision-making process."
SailGP:
Sustainability Drives SailGP’s Purpose"We’re powered by nature — sustainability is core to SailGP’s mission, and it’s important to everyone involved, from the teams to the fans."
Technology Enhances Viewer Engagement"We use augmented reality and millions of data points to bring the race closer to fans, showing the course, boat positions, and more in real-time."
Content Must be Tailored to Platforms"Our social media strategy is very different from our broadcast. We focus on short, intense clips for TikTok and Instagram that capture the excitement of the race."
Broadcasting Remains a Core Strategy"We’re producing world-class broadcasts, and our goal is to get them on as many free-to-air channels globally as possible to build awareness."
Data-Driven Storytelling Enhances the Sport"We use data to tell the story of the race — from who’s leading to which boat is taking the smartest path, it gives fans a richer experience."
Q: Melissa, how did you get your start in the sports broadcasting world?
Melissa Lawton: I got my start through networking and a bit of serendipity. I was heavily involved in rowing during my time in Melbourne and did some reporting for The Age on the sport. I also coached David Broadbent’s daughter in rowing, and he recommended me for a role with Gary Fenton, who was at the Sydney Olympic Broadcasting Organization at the time. Gary, an Australian broadcasting legend, interviewed me and gave me the opportunity of a lifetime — to work at the Sydney Olympics. I was one of the first 10 employees at the organization, so I got to witness everything from the ground up.
Q: What was your first big break in the industry?
Melissa Lawton: Without a doubt, the Sydney Olympics was my big break. It was a massive learning experience, not only in sports but in understanding the political and strategic side of such a large event. The exposure I got to legends like Gary Fenton and Manolo Romero, who both recently passed away, was invaluable. They were building legacies, and it was incredible to be part of that movement.
Q: What was your most transformative experience in your career?
Melissa Lawton: Red Bull, without a doubt. When I joined Red Bull in Salzburg, Austria, it was a complete mindset shift. At Red Bull, it's all about being disruptive, thinking outside the box, and creating something that doesn’t exist yet. We were building Red Bull TV at the time, pushing the envelope on digital delivery of sports content. It was a highly innovative environment, especially after the Stratos jump, which shifted the company’s focus to digital-first content.
Q: Speaking of content, what’s the strategy behind SailGP’s content creation?
Melissa Lawton: At SailGP, our goal is to raise awareness of the sport, so we focus on various types of content. We produce world-class broadcasts that we aim to get on as many free-to-air channels as possible to maximize exposure. We also lean heavily into social media, where we focus on creating short, engaging clips that highlight the extreme and high-speed aspects of SailGP. Each platform is different, so we tailor content to suit the audience — what works on Instagram might not resonate on TikTok, for example. Additionally, we have a long-form series called Racing on the Edge, which is more educational and dives into the teams and the sport itself.
Q: What kind of skills does it take to work in content production for major sports like SailGP?
Melissa Lawton: You need a combination of hard and soft skills. First, you need a deep understanding of television production, which I learned the hard way when I took a pay cut to work at Network 10 after the Sydney Olympics. That decision to start at the bottom was crucial because I gained hands-on experience in producing TV. On top of that, digital skills have become increasingly important. Understanding how social media algorithms work and being able to craft content that resonates with different platforms is vital. Networking is also key — it’s a small industry, and the people you meet early in your career will likely show up later.
Q: What was it like working at Meta (formerly Facebook)?
Melissa Lawton: Working at Meta was incredible, especially in New York. I was part of the sports content team, working with major properties like Major League Baseball, La Liga, and the UEFA Champions League. We did a lot of groundbreaking work in the sports tech space, especially with Facebook’s push towards live streaming sports content. However, like many people, COVID-19 changed my perspective. The glamour of working in sports tech dimmed a bit when everything moved online, and I found myself missing the real-world interaction with sports. That’s when I knew it was time for a change.
Q: You’ve moved a lot throughout your career, even internationally. How has that impacted your family?
Melissa Lawton: Moving internationally with a family is never easy, but it’s been worth it for us. We’ve lived in places like China, India, Austria, and the U.S., and each move brought new experiences and opportunities. For example, moving to Austria for Red Bull was a practical decision — the cost of childcare was a fraction of what we were paying in Australia! When Meta came knocking, moving to New York was great for my kids’ education, as it exposed them to a positive, can-do attitude in American schools. It’s all about finding a balance between career opportunities and what’s best for the family.
Q: Looking back, what’s one piece of advice you would give to someone starting their career in sports content?
Melissa Lawton: Work hard and be kind. Hard work is non-negotiable; this industry is highly competitive, and you need to show that you have the potential to learn and grow. But just as important is being kind. Sports media is a small world, and the person you meet at the start of your career might be the one hiring you down the road. Being known as someone who’s helpful and kind goes a long way in this industry.
Q: Finally, what’s next for SailGP and the future of sports broadcasting?
Melissa Lawton: We’re pushing boundaries with technology. We already use augmented reality to enhance the viewer experience during races, and AI and other cutting-edge tech will play an even bigger role in sports broadcasting in the future. I’m especially excited about the metaverse — it’s still early days, but it will revolutionize how we experience sports. We’re just scratching the surface of what’s possible.
Q: If you could start a side project right now, what would it be?
Melissa Lawton: If I had the time, I’d probably start a YouTube channel about moving and renovating homes! When we moved to the U.S., my husband renovated our five-bedroom house in New Jersey using YouTube videos. It was a wild journey, and there’s definitely content potential there!
That wraps up our chat with Melissa Lawton, who has had an incredible career across some of the world’s biggest sports organizations, from Red Bull to Meta and now SailGP. Her advice? Work hard, stay curious, and be kind — you never know where your next opportunity will come from.
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