Forget everything you thought you knew about luxury sports. While everyone's obsessed with Formula 1, there's a faster-moving phenomenon gaining ground: E1 Series, the electric boat racing league bringing high-octane competition to open water.
The A-list roster getting involved is stacked. Tom Brady and Steve Aoki have both become team owners, lending star power to a sport that's been gaining traction faster than expected. Brady isn't piloting the boats himself—he's a co-owner—but his presence has turned heads in the sports world.
Major brands are circling too. Bombay Sapphire became the official partner of the UIM E1 World Championship in 2025, and they're not holding back. The gin brand even partnered with Team Brady, establishing itself as a major player in E1's ecosystem.
Bombay's recent Ibiza showrun demonstrated the sport's momentum. Famous faces mingled with pilots, DJ sets from Jayda G played against Spain's coastline, and cocktails circulated throughout. It was the kind of moment that signals "this sport is here to stay."
The appeal is straightforward: fast-moving vehicles, global destination events, and a growing fanbase spanning casual viewers to A-list celebrities. Brands are investing heavily, the celebrity owners are committed, and the energy around E1 keeps climbing.
If you've dismissed E1 as niche electric boat racing, it's time to reconsider. Tom Brady and Steve Aoki clearly saw something worth owning—and now the rest of the world is starting to notice.
