Sports fans, celebrities, and eco-conscious climate advocates convened amongst massive cruise ships in Miami to witness something unique. The E1 Series, the world’s first all-electric powerboat racing championship, made its U.S. debut, turning Biscayne Bay into a stage for speed, innovation, and sustainability. But this isn’t just a race. With team captains like Tom Brady, Will Smith, Rafael Nadal, and Marc Anthony, the E1 Series is where entertainment meets environmentalism.
Founded by the creators of Formula E, the E1 Series is “F1 on the water,” with a mission to protect what’s beneath the surface. The futuristic boats, powered by cutting-edge electric technology, glide across the water with minimal wake and zero emissions. Each race is designed not just to thrill but to educate and activate, creating a powerful platform for conversation around marine conservation, clean-tech innovation, and climate resilience.
Sports have increasingly become a powerful platform to advance social causes. In recent years, athletes like Naomi Osaka and Simone Biles have bravely stepped away from competition to prioritize their mental health, sparking a global conversation about the pressure elite performers face and the importance of psychological well-being. Their actions helped normalize mental health dialogue not just in sports, but in workplaces and schools around the world.
The E1 Series takes this one step further by embedding purpose into the very core of the sport’s design. Unlike traditional leagues where advocacy is often peripheral, here it is structural, woven into the racing format, team values, and fan experience.
Tom Brady, at the helm of one of E1’s most high-profile teams, brings his legendary intensity to the cause. For Brady, who secured his 2nd championship this weekend, it’s a meaningful way for him to “make the world a better place.” His team is composed of engineers, designers, and environmental advocates united by a vision of high-performance competition with a sustainable conscience.
Team Brady’s partners reflect that ethos. Organizations like 4Ocean and WaterAid who are removing ocean plastics and delivering clean water access to underserved communities have aligned with the team to amplify their shared mission. The evening before the race, their executives joined Brady for a panel discussion that explored how E1 is not only a sport but a global stage to advance the conversation around water equity, climate action, and community engagement.
Also featured as part of the session was Bacardi’s North America President Tony Latham, speaking to the role that brands can and must play in a purpose-driven sports ecosystem. Bacardi’s Bombay Sapphire, with its iconic ocean-blue bottle, serves as both a visual and philosophical match for the E1 mission. As an official sponsor of both Tom Brady and Marc Anthony’s teams, Bombay Sapphire hopes to truly be a values-driven collaborator.
While this marks Bombay Sapphire’s first foray into sports sponsorship, Bacardi is no stranger to the arena. The company’s Grey Goose Honey Deuce cocktail has become an iconic part of the fan experience at the U.S. Open tennis tournament. Now, with Bombay Sapphire entering the world of high-performance electric racing, Bacardi is expanding its legacy of elevating sports moments while embracing sustainability as a guiding principle.
The brand’s commitment to sustainability runs deep. From sourcing its botanicals through certified sustainable practices to operating a carbon-efficient distillery recognized for minimal waste, Bombay Sapphire has long prioritized environmental responsibility. Latham shared that the decision to partner with E1 is a reflection of aligned priorities.
Modern sports audiences, particularly younger fans, are more conscious of how a brand’s values align with the platforms they choose to sponsor. With purpose-driven platforms like E1 allows companies to engage authentically, not just through traditional advertising, but by becoming part of a bigger mission. It is a chance to not only reach new audiences, but to do so in a way that reinforces what a brand already stands for.
More than a racing league, the E1 Series is a blueprint for how sports can engage audiences not just as fans, but as stakeholders in a better future. The Miami race featured interactive exhibits on ocean health, clean propulsion systems, and renewable marine infrastructure.
This kind of immersive, action-oriented engagement is what sets E1 apart. It’s not just about what happens on the water, it’s about what happens around it. And in a moment where sports capture the attention of a large portion of the population, E1 offers a compelling opportunity to accelerate an important conservation, one lap at a time.
