How can we reach and engage audiences, youth in particular, with live sailing competitions? It is very difficult to grasp and hold audience attention and interest with sailing. There are many reasons for this that range from image (sailing is seen as an elite sport), to complexity (difficult to understand complex sailing decisions based on invisible events such as changes in wind or water current), to difficulties to view a live sailing competition (far away on the water). New technologies such as on board sensors and camera’s, might help overcome these thresholds. However, it is unclear how to make use of these technologies. New concepts and ideas are developed and tested together with the Sailing Innovation Center (SIC).