E1 Series and Roc Nation Sports International partner to expand all-electric boat racing Championship’s global audience
23 June 2025 E1, the world's first and only all-electric raceboat championship, today announces a new content partnership with global sports and entertainment agency Roc Nation Sports International (RNSI) as the series continues to expand its global audience.
The partnership will leverage RNSI's cultural influence and talent ecosystem to showcase E1's purpose-driven ethos through compelling storytelling and creative campaigns across the remainder of the 2025 season.
E1 athletes and team members will also be integrated into Roc Nation Sports International's broader entertainment ecosystem, creating cross-pollination opportunities that bring the sport to entirely new audiences through music, lifestyle, and entertainment activations.
Now in its second year of on-water racing, the UIM E1 World Championship presented by PIF sees nine teams competing with both male and female pilots across four continents. Iconic race locations the championship visits include Jeddah, Monaco and Doha with new races set for Lagos in October before heading to the season finale in Miami in November.
Teams battle it out on the water in the revolutionary E1 RaceBird, a first-of-its-kind electric raceboat that combines electric propulsion with hydro-foiling technology, as they bid to be crowned Champions of the Water.
E1 Series was founded by Chairman Alejandro Agag and CEO Rodi Basso. It already boasts strong backing from global superstars, including Didier Drogba, LeBron James, Rafael Nadal, and Will Smith.
The partnership will give Roc Nation's talent roster and their followers unprecedented behind-the-scenes access to the world of E1, creating exclusive content that showcases the human stories behind the high-speed action. From pre-race tension in the paddock and Launch Zone to post-race celebrations, RNSI artists and personalities will document the sport's unique culture and the athletes who are redefining what motorsport looks like. This insider access will generate authentic content across social platforms, offering fans a window into the lifestyle, innovation, and personalities that make E1 more than just racing.
Rodi Basso, founder and CEO of E1 said: "Roc Nation Sports International gets what we're building here at E1 in terms of both the sport and the opportunity. We already have the technology, the talent, and the backing from major athletes. What RNSI brings is the understanding of how to find new audiences who don't even know they want to watch E1 racing yet. With their track record and our sport's potential, this partnership can help us break through to win new fans and to continue to grow the sport.”
"With their track record and our sport's potential, this partnership can help us break through to win new fans and to continue to grow the sport.”
Rodi BassoFounder and CEO of E1
Michael Yormark, President of Roc Nation Sports International, said: "E1 is not only an exciting sporting spectacle on the surface. Beneath the water, it’s about culture, lifestyle, and supporting a sustainable future. "RNSI will work with E1 to continue to build awareness of how purposeful and innovative this thrilling sport is, and to showcase this to new fan audiences. We are excited to bring the full power of RNSI’s creative and cultural power to help tell E1’s amazing story."
"E1 is not only an exciting sporting spectacle on the surface. Beneath the water, it’s about culture, lifestyle, and supporting a sustainable future."
Michael YormarkPresident of Roc Nation Sports International
