• by Teresa Buyikian , May 16, 2025

Bombay Sapphire is lending its signature blue hue to sponsor an electric boat race supporting the ocean’s deep blue waters.

The UIM E1 World Championship, reportedly the first all-electric boat races held in exotic locales that combine sports, global entertainment and a “respect for the world's 'natural blues,’” has tapped Bombay Sapphire as its official gin partner.

The gin’s branding will be visible across the championship races, which have teams backed by celebrities such as musician Marc Anthony, basketball icon LeBron James and actor Will Smith.

The partnership with E1 is an extension of the brand’s new “Step Into The Blue,” global campaign, celebrating sustainability. The E1 races also “aim to protect and regenerate coastal waters through innovative clean technologies and aquatic regeneration," according to the brand.

"This partnership between Bombay Sapphire and E1 is a bold new chapter in our global journey," also “marking our first ever foray into global sports entertainment,” commented Natasha Curtin, global vice president at Bombay Sapphire, in a release.

The partnership will officially kick off at the next race, to be held June 13-14 in Dubrovnik, Croatia. Bombay is also the official cocktail of E1 and will serve its Bombay Sapphire and tonic and Sparkling Lemon cocktails at E1's invite-only Ocean Club.

Since launching in Feb of 2024, E1 continues to expand globally with seven races scheduled for this year in such places as Lake Maggiore in Italy, Monaco and Miami. Bombay will continue to collaborate with bars and “industry figures” in each location to create immersive experiential activations for guests. Activation dates and times can be found on Instagram @BombaySapphire.