SailGP’s immersive 3D full screen takeover of Piccadilly Lights, which sees the F50 fleet jump out of the screen, has now launched in London.

The week-long campaign on the largest advertising display in Europe was launched as the league prepares to kick off its European leg, starting with Saint-Tropez on September 9-10. From there, the league will visit Taranto on September 23-24 and Cadiz on October 14-15.

The 3D takeover meanwhile, which includes heart-racing footage of Ben Ainslie’s British team going head to head with Tom Slingsby’s green and gold Australian F50, will run from August 28-September 3.

Season 4 // SailGP We Are Racing campaign in Piccadilly Circus lights

Emirates GBR strategist Hannah Mills was joined with fellow Emirates GBR athlete Matt Gotrel as the campaign got underway, with both Mills and Gotrel arriving in Piccadilly Circus in full race kit.

Season 4 // Public watch SailGP marketing campaign in Piccadilly Circus

Speaking about the launch, Mills said she hoped the campaign would ‘inspire the next generation’.

Season 4 // Emirates GBR athletes Hannah Mills and Matt Gotrel in Piccadilly Circus

“As athletes, our actions can have a real impact and influence others. I'm passionate about using that platform to get people involved in both sport and sustainability, which is the core of SailGP.”

Season 4 // SailGP marketing campaign previews in Piccadilly Circus

British fans can watch all the action from Saint-Tropez on ITV, with full coverage of the racing also accessed via ITVX. Racing will take place from 12:30pm UK time (13:30 CEST) and is expected to finish at 2pm UK time (15:00 CEST) on September 9 & 10.