Leah Davis, Chief Marketing Officer at SailGP, discusses her proudest achievements, the barriers to driving visibility in women’s sports and how the values learned through sport will stand to you throughout your lifetime.
Leah Davis joined the SailGP ranks in 2023 as the league’s Chief Marketing Officer and is responsible for driving the league’s global marketing strategy, focusing on brand development, fan engagement, and communications and PR, working closely with each of the SailGP teams in twelve international markets.
Prior to SailGP, Davis led the brand transformation and marketing strategy for Team GB through the London 2012 and Rio 2016 Olympic cycles which resulted in a 98% brand awareness in the UK. She also established a successful consulting business in 2020 with a number of high-profile retained sporting clients.
Davis has also previously led the Media and Communication for Laureus World Sports Awards, holds a degree in Business, Masters in Marketing Strategy and recently completed a Sustainable Business Strategy course at Harvard Business School, driven from a key interest in how sustainability can deliver both purpose and profit in today’s world.
She has also been recognised for her contribution to the marketing industry with a number of nominations, most notably, Marketing Leader of the Year (Marketing Society), Marketer of the Year (The Drum) & Campaign Power 100.
What message would you like to share with young women and girls interested in pursuing a career as an athlete or in sport?
Some of my most memorable career moments are from when I was starting out. I always say don’t be in a rush to get to the top, enjoy the journey. Remember why you fell in love with sport in the first place. Have fun, make lasting memories and value experiences along the way.
Proudest moment so far…
SailGP has grown from strength to strength in the last five years. What started as a visionary conversation only six years ago between Larry Ellison and Sir Russell Coutts is now one of the fastest growing sports brands globally.
One proud moment that stands out in particular, is when we launched our new Après-Sail music experience in Abu Dhabi last season. Watching thousands of fans wowed by a new form of high speed, close to shore stadium racing, followed by Take That performing their best hits as the sun was setting – that was one to remember! Knowing that I’ve played a key part in this success is incredibly fulfilling.
The female athlete I admire most is…
Hannah Mills because not only is she an incredibly accomplished athlete with a list of global accolades to her name—double Olympic gold medalist, World Champion, Emirates GBR SailGP Team Strategist—but she’s achieved this all whilst raising a young daughter alongside her Olympian husband Nick Dempsey – it really does take a village! At SailGP, we have a five-year vision to improve social inclusion in our sport, breaking down barriers, showcasing possibilities and creating opportunities. Hannah is blazing a new trail for women in sailing, achieving feats that would have been unimaginable just a decade ago.
Favourite sporting memory…
Heading up the marketing team for Team GB during the London 2012 Olympic Games was an incredibly special time. I was lucky to have witnessed Jessica Ennis-Hill win her gold medal in the heptathlon, which was a special accomplishment on so many levels. Jess had been the poster girl of the London 2012 games with huge pressure on her shoulders, and a nation watching in anticipation. When it came to the crunch, Jess was able to focus on what she does best, competing, and win the Olympic gold medal. I was privileged enough to have been there when she was reunited with her friends and family, which was the most emotional and joyous occasion to have witnessed.
Do you think there is still a stigma around women in sport?
Possibly, but there will always be some naysayers. The increasing popularity of women’s sports is undeniable. The huge popularity of athletes like Simone Biles, Rhasidat Adeleke and Kellie Harrington brought a whole new dimension to the Olympic Games in Paris last year, with over 1.3 billion viewers that tuned in for women’s events at the Olympics. These incredible female athletes inspire both men and women around the world and challenge outdated stereotypes every day.
What is the biggest barrier to driving visibility in women’s sports?
The biggest barrier to drive visibility in women’s sports is the same barrier that many sports face today: competing for eyeballs. With the fragmentation of media in today’s landscape, there are so many demands on a fan’s time and a myriad of ways that they can watch and enjoy sport. The entertainment aspect of sport is becoming more and more important, with the recent Super Bowl being a great example of that. I believe that where sport and entertainment truly come together, is where there will be further growth – irrespective of whether that is men’s or women’s sport.
The biggest misconception that exists in women’s sport is…
That women aren’t as good, strong or capable enough as men. I challenge anyone to watch Serena Williams playing tennis or Sky Brown land a 720 on her skateboard and have that view!
If I wasn’t working in sport I would be…
An entrepreneur. I love the creative freedom of starting a business from scratch. My husband and I founded a new kids car seat company during lockdown, called RyRy Compact, which is now a fully operating business. It’s so fulfilling to see an idea, in our case, a solution to the hassle of travelling with children, turn into a viable and award-winning business.
My daily routine is…
A busy morning getting my three kids up and ready for school. As hectic as it is, it’s still one of my favourite parts of the day. I lost my mum to cancer back in 2012, so being a present mum to my kids is a non-negotiable part of my approach to life. Life is short, you’ve got to see the big picture and prioritise accordingly.
My biggest sporting goal is…
To complete a triathlon! I’ve never done one but it’s on my bucket list, so 2025 may just be my year.
Sports brands I love (Irish or otherwise)…
Whoop, the industry of wearables is booming and I think it’s enabling us as consumers to take more responsibility for our own health and wellbeing. Additionally (and not a sports brand!) but my guilty pleasure every time I’m home is popping into Loulerie which has the most gorgeous selection of jewellery. I love living in London but will always support Irish businesses where possible.
How do you mind your mental health?
Exercise, specifically reformer pilates, is my go-to exercise for finding balance in a busy life. It’s not always easy to carve out time to do it, but I’m a better person when I do.
My three desert island beauty products are…
SPF—it took me turning 40 last year before I appreciated Baz Luhrmann’s advice from his iconic ’90s song. Then mascara and a good hand cream.
I need more hours of sleep a night because…
I have three young children and a full-time job!
Confidence, to me, is…
Finding happiness in what you do and just going for it. It’s about knowing your value and being unapologetically yourself.
How do you get over a bad performance or challenges?
Reflect on what went wrong, learn from it and move on. Success only comes from being bold and brave and that involves taking risks. One of my favourite quotes is from Michael Jordan: “I’ve failed over and over and over again in my life. And that is why I succeed.”
Lastly, why is sport such an integral part of community, on a club, local, national and personal level?
I really do believe that the values that sport teaches you are essential in all aspects of life. My experiences on tennis courts and hockey pitches taught me invaluable lessons that I still carry with me. Especially for young people in today’s world, sport provides a sense of belonging, real social interaction and importantly a break from screens. It teaches teamwork, support, and collaboration — skills that are transferable to all areas of life.
