Bombay Sapphire has announced a new global partnership with the UIM E1 World Championship, marking its first major entry into the world of sports and entertainment.

The premium gin brand will become the Official Gin Partner of the E1 Series, the world’s first all-electric powerboat racing championship. This innovative sport blends sustainability, cutting-edge technology, and celebrity-backed teams.

As part of the partnership, Bombay Sapphire will serve its signature cocktails—including the Bombay Sapphire & Tonic and the Sparkling Lemon—at the Ocean Club, E1’s exclusive hospitality experience. The brand will also enjoy team-specific branding rights with Team Brady, owned by NFL legend Tom Brady, and Team Drogba, co-led by Didier Drogba and Gabrielle Lemaire.

E1 events will take place across some of the world’s most picturesque waters, including Lake Maggiore in Italy, Monaco, and Miami. Each race features mixed-gender teams competing in high-speed electric boats while championing environmental causes.

The series is underpinned by a mission to regenerate marine ecosystems, with E1 launching its Blue Impact Championship to support local water-based conservation efforts in host cities. Bombay Sapphire will be the Presenting Partner of this sustainability initiative, aligning with the brand’s long-standing environmental values.

“This partnership brings our ‘Step Into The Blue’ campaign to life on an electrifying global stage,” said Natasha Curtin, Global VP at Bombay Sapphire. “We’re excited to work with E1 to highlight both innovation and the natural beauty of the world’s waters.”

E1 CEO Rodi Basso added, “Bombay Sapphire is a perfect fit for our mission. Together, we’ll redefine water racing while driving real environmental impact.” The 2025 E1 season will include seven races and aims to fuse entertainment, sustainability, and high-speed sport into a unique global platform.