Bermuda – Premium gin brand BOMBAY SAPPHIRE® is making a significant move into the world of sports entertainment, announcing a new global partnership with the E1 Series.
E1 is the world’s first all-electric race boat Championship, which combines high-speed competition with a focus on entertainment and respect for the environment, particularly the world’s “natural blues.”
Under the agreement, BOMBAY SAPPHIRE becomes the Official Gin Partner of the UIM E1 World Championship. The partnership will feature BOMBAY SAPPHIRE branding prominently across the Championship, including involvement with teams backed by major figures in sports and entertainment, such as Marc Anthony, Steve Aoki, LeBron James, Virat Kohli, Rafa Nadal, and Will Smith.
Beyond the main championship partnership, BOMBAY SAPPHIRE will also become Official Partners of reigning champions Team Brady (owned by NFL legend Tom Brady) and Team Drogba (led by Didier Drogba and Gabrielle Lemaire), providing additional branding and opportunities throughout the 2025 season.
BOMBAY SAPPHIRE will also serve as the Official Cocktail of E1, providing signature drinks like BOMBAY SAPPHIRE and tonics and BOMBAY SAPPHIRE Sparkling Lemon cocktails to guests in E1’s exclusive Ocean Club hospitality areas.
The E1 Series races are set in iconic water locations globally, including Lake Maggiore in Italy, Monaco, and Miami.
This partnership is the first major activation for BOMBAY SAPPHIRE since the recent launch of its new global campaign, “Step Into The Blue.” The campaign encourages audiences to immerse themselves in a beautiful, blue world, and the E1 partnership aims to bring this to life on an international stage, celebrating innovation, sustainability, and the beauty of the natural world’s aquatic environments.
“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,” commented Natasha Curtin, Global VP at BOMBAY SAPPHIRE. “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.”
She added that both brands are dedicated to creating immersive and inspiring moments, unlocking beautiful experiences underpinned by a passion for showcasing the beauty of the natural world.
E1 is presented as more than just a race series; it’s a global sports platform blending high-speed action with entertainment. With a growing seven-race calendar this year, BOMBAY SAPPHIRE plans to enhance the fan experience by collaborating with leading bars to create unique, immersive moments and offer signature serves.
Each E1 team notably competes with one male and one female pilot. Beyond the competition, teams also engage with local communities to promote efforts to regenerate oceans and aquatic ecosystems.
A shared passion for cherishing the natural world unites the two partners. BOMBAY SAPPHIRE will become the Presenting Partner of the E1 Series Blue Impact Championship, an initiative focused on protecting nature’s aquatic environments and helping heal local ecosystems where the championship races take place.
Protecting the planet has also been a priority for BOMBAY SAPPHIRE for over 25 years. The gin is crafted using 10 botanicals sourced from sustainably certified suppliers and distilled at Laverstoke Mill in England using a vapor infusion process. The distillery design was awarded “Outstanding” for environmental assessment, and the site achieved Wildlife Habitat Council certification in 2023 for supporting local wildlife and biodiversity.
Rodi Basso, founder and CEO of E1, welcomed the partnership, stating it “solidifies E1’s status as one of the most compelling opportunities in global sport and entertainment.”
He described it as a partnership built on a passion for blue sustainability, energized to deliver impactful change together.
For more information on the partnership and upcoming race events, visit bombaysapphire.com or follow @BombaySapphire. BOMBAY SAPPHIRE is a brand produced by Bacardi Limited.
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