Bacardi-owned Bombay Sapphire is stepping into the world of sports entertainment, announcing a new global partnership with E1 Series – the world’s first all-electric race boat championship.

The partnership sees Bombay Sapphire become the Official Gin Partner of the UIM E1 World Championship, with Bombay Sapphire branding appearing across the championship.

Each E1 team competes with one male and one female pilot, racing on the water in iconic cities around the world including Jeddah, Doha, Monaco and Miami. Teams are owned by big names including LeBron James, Will Smith, Marc Anthony and Steve Aoki from the world of entertainment, Rafael Nadal, Tom Brady, Virat Kohli and Didier Drogba from the world of sport and Marcelo Claure from the world of business.

Bombay Sapphire Global VP Natasha Curtin said: “This partnership between Bombay Sapphire and E1 is a bold new chapter in our global journey – and brings our ‘Step Into The Blue’ campaign to life on an electrifying, international stage. We’re proud to join forces with E1 to celebrate innovation, sustainability, and the awe-inspiring beauty of the world’s most breathtaking natural blues – while marking our first ever foray into global sports entertainment.

“Like Bombay Sapphire, E1 is dedicated to inviting audiences to be part of immersive and inspiring moments – and unlocking a world of beautiful experiences that not only captivate but are also underpinned by a passion for showcasing the multisensorial beauty of the natural world.”

With E1 driving change in marine mobility and sustainability, Bombay Sapphire will become the Presenting Partner of the E1 Series Blue Impact Championship, designed to protect nature’s natural blues, and heal water and local ecosystems where the championship takes place.    

Founder and CEO of E1 Rodi Basso said: “Welcoming Bombay Sapphire as a Championship partner solidifies E1’s status as one of the most compelling commercial opportunities in global sport and entertainment. With celebrity star power, highly competitive racing, and a purpose to accelerate change, we’re the sport of tomorrow that innovative brands are backing today.

“In E1, Bombay Sapphire has found a natural home. It is a partnership that is built on a shared passion for sustainability and we’re energised to deliver impactful change together as we redefine racing on water.”

Bombay Sapphire will also be the Official Cocktail of E1, serving up gin and tonics and Bombay Sapphire Sparkling Lemon cocktails to invited guests of the Ocean Club, E1’s exclusive hospitality offering.

The partnership is the first major activation from Bombay Sapphire, since its just-launched Step Into The Blue, a new fully integrated global campaign that is being executed through-the-line. Step Into The Blue invites people to immerse themselves in a beautiful, blue world, and celebrates the brand’s role in bringing the beauty of the moment to life.

View Bombay Sapphire’s “Step into the blue” video below: