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Most people, if not everyone, are familiar with F1, the car racing phenomenon that has taken over the world and
transformed how we think about luxury sports. From bougie Grand Prix weekends to global events where these high-speed vehicles go head-to-head, the appeal goes way beyond the track. There are TV series about it, enough merch to dedicate an entire room to, and fans ranging from everyday viewers to celebrities — all intersecting over a shared obsession.
But there’s another sport slowly climbing our watch lists around the world: E1 Series.
Electric boat racing isn’t exactly new; it’s been around for a few years now, but lately it’s been gaining traction in a similar way. There’s the appeal of things moving fast, sure, but also the celebrity factor. Team owners include Tom Brady and Steve Aoki, bringing a little extra star power to the sport’s growing buzz.
And it’s not just celebrities getting involved. Brands have started finding their place in the E1 ecosystem too, including Bombay Sapphire, the official partner of the UIM E1 World Championship. Most recently, the brand helped bring E1’s Ibiza showrun to life with appearances by famous faces, pilots, and, of course, plenty of cocktails.
So what exactly is E1, and why should you care? We break it down.
The Spirits Behind the Sport
To understand E1’s rise, you also have to look at the partnerships helping fuel it — starting with Bombay.
Back in 2025, Bombay Sapphire was announced as an official partner of the E1 Series, and honestly, the pairing makes sense. Whether it’s because both brands seem to operate in a world of sleek design, freshness, and a certain cool factor, or because the visual worlds line up so naturally, it feels like one of those partnerships that clicks without trying too hard.
And the involvement goes beyond sponsoring the championship as a whole. Bombay Sapphire has also worked with individual teams, including Team Brady — yes, that Brady, though don’t worry, Tom isn’t driving the boat; he’s a co-owner.
But what stood out to us most was one of Bombay’s more recent initiatives, “Step Into the Blue,” which felt aligned with a lot of what E1 is trying to communicate: modern luxury, innovation, and creating moments around the race itself.
And when Bombay showed up for the Ibiza showrun, they showed up. There were celebrities mixed into the crowd alongside pilots, DJ sets from Jayda G against one of Spain’s most iconic backdrops, and cocktails seemingly everywhere you turned — with their Sparkling Lemon serve becoming something of the unofficial drink of the event (learn how to make it here).
With summer officially kicking off, the celebration felt less like a one-off and more like the start of the season — one sip at a time.
The Boats
But at the center of E1 are the boats. Which sounds obvious, until you actually see them.
These aren’t the boats most people picture when they think of racing on water. They’re compact and aerodynamic, modeled in some ways more after F1 cars than traditional powerboats. The driver sits tucked into a tight cockpit that honestly makes you wonder whether claustrophobia comes with the job description. But maybe the most interesting part of the sport isn’t the design, it’s who’s competing.
Men and women race alongside one another, which feels like a glimpse into where sports can continue heading.
Pilot Sam Coleman of Team Brady says that dynamic isn’t symbolic, it’s built into the sport itself.
“The race boat itself is a really technical machine to drive, and there’s no gender bias in who’s a better racer because it’s fly-by-wire, electric, and modern technology. It’s not about muscling it around the race track or being the bravest person — it’s about being the best athlete and understanding what the race boat needs to get the best out of it,” Coleman tells Rolling Stone.
“We’ve got some incredibly intelligent, talented athletes transferring in and succeeding, but there’s no trend to who’s fastest. Emma (Kimiläinen) kicks my ass racing, and I learn so much from her, but she also learns from me because we’re a team. Once we’ve all got the helmets on, it doesn’t matter who I’m lining up against — it’s just another race.”
If you want to watch E1 in the United States, races air on CBS Sports Network, which you can sign up for below. The current schedule is available now, with upcoming stops including Monaco in July before the series heads to Miami later in the season.
Stream CBS Sports Network with DirecTV
Get access to CBS Sports — where E1 Series races stream in the U.S. — with a free trial to DirecTV. Sign up below to tune in without paying upfront.
Why Sports and Spirits Keep Colliding
Almost as interesting as the sport itself is the way spirits brands have become increasingly woven into sports culture.
Bombay Sapphire has played a prominent role in helping shape the world around E1 — but the water isn’t the only place we’ve seen these kinds of partnerships become part of the experience.
For nearly two decades, Grey Goose has been the official vodka of the U.S. Open, and every year, fans show up with one mission beyond tennis: getting their hands on the Honey Deuce. The signature cocktail didn’t arrive until 2007, but it’s become so important to the tournament that social feeds end up flooded with photos of the drink almost as much as match highlights.
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Another example comes from Dewar’s, which became the official Scotch whisky partner of the U.S. Open — this time the golf one — in 2021. Since then, fans have made grabbing a drink part of the day’s schedule as they follow groups across all 18 holes.
These partnerships point to something bigger happening across sports culture. Luxury sporting events can sometimes feel distant or exclusive, but these moments help fans connect with the event.
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Beyond the Water
E1 still feels early, which may be part of the appeal, although reports show that more than one billion people tune into it every year. If Formula 1 has become the blueprint for turning a sport into a cultural obsession, E1 Series is quietly following the plan.
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