E1 Looks To Capture New Fans Through Roc Nation Team-Up

Forbes

27-06-2025

UIM E1 World Championship is partnering with Roc Nation to expand its fanbase.
E1, the electrified raceboat equivalent of F1, known for its sustainability-first mission and its famous team owners like Tom Brady, LeBron James, and Rafael Nadal, is partnering with Roc Nation Sports International (RNSI) to expand its global audience.
According to the official launch release, the partnership will be focused on content creation, leveraging 'RSNI's cultural influence and talent ecosystem to showcase E1's purpose-driven ethos through compelling storytelling and creative campaigns.' The agreement between the two entities runs through the remainder of the 2025 season, which at the time of writing, includes races in Lago Maggiore, Monaco, Lagos, and Miami.
'Being different and challenging the status quo is embedded within the DNA of Roc Nation Sports International, and E1 aligns perfectly with that,' said Michael Yormark, President of RSNI. 'It's an electrifying, high-octane sport, yes, but it's so much more. It's a movement. It aligns perfectly with our ethos of innovation, cultural relevance, and impact. We saw the potential to not only expand the global audience for E1 but to also bring its powerful message of sustainability and cutting-edge technology to the forefront.'
E1 and Roc Nation Partnership
E1 will lean on RSNI's expertise and talent roster to transcend its traditional audience and reach potential fans. E1 athletes will also be incorporated into the wider RSNI entertainment ecosystem, giving them greater exposure and allowing for cross-pollination opportunities in the areas of lifestyle, music, and entertainment.
'Roc Nation Sports International gets what we're building here at E1 in terms of both the sport and the opportunity, ' said the on-water racing championship's CEO, Rodi Basso. 'We already have the technology, the talent, and the backing from major athletes. What RSNI brings is the understanding of how to find new audiences who don't even know they want to watch E1 racing yet.'
There also seems to be alignment around environmental sustainability, an arena that is paramount to E1, whose founder, Alejandro Agag, recently won the Reuters Energy Transition Award for his exceptional dedication in promoting and facilitating the transition to net-zero.
Speaking to me via video call from Lago Maggiore, Basso said, 'For sure, they are interested in this topic. They haven't dealt with it so much before, but within their roster of celebrities, some people are very passionate about oceans, lakes, and rivers.' Basso insisted that sustainability would be 'the first area we will start working with them on.'
From his side, Yormark noted that, 'E1's commitment to being the world's first and only all-electric race boat championship is incredibly inspiring. It's a clear demonstration of how high-performance sport can coexist with environmental responsibility.'
While they may have less experience with sustainability than the innovators over at E1, RSNI seems no less committed to promoting their mission. 'At Roc Nation Sports International, we believe in using our platform to drive positive change and inspire,' Yormark told me. 'Partnering with E1 allows us to amplify that message, showcasing how innovation can lead to a more sustainable future. We're not just about entertainment; we're about progress, and E1 is a prime example of that progress in action.'
When asked exactly how RSNI would help elevate the E1 brand and expand their drive for environmental sustainability, Yormark said, '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.'
E1 team owners like Tom Brady, Didier Drogba, Rafael Nadal, and Steve Woki have helped bring the ... More championship unprecedented exposure in just two seasons.
E1's U.S. Presence
Part of the reasoning behind E1's partnership with RNSI is their desire to increase their presence in North America. With five of their seven races in Europe and the Middle East, a physical presence in the U.S. is critical if the competition is going to garner greater awareness in the biggest sports market in the world.
According to Basso, it is the expertise that RSNI brings in the U.S. market that makes it a particularly attractive partner. He said, 'We are already very excited about this partnership. It is based on the value of celebrity and the ability to generate value and content. We are very much U.S.-focused, and they [RSNI] are very competent in that market.'
Basso also openly expressed the competition's plan to add more races in the U.S. and North America as a whole. He could not disclose which cities could be potential hosts, but did note that E1 is already in expansion conversations with several North American metropolises. Fans of the competition can expect more races off North American shores in the coming years.
Ahead of the E1 season finale in Miami, both Basso and Yormark said fans can expect new and exciting market-specific content collaborations. Neither were able to provide specifics, but Yormark said, 'We're looking at unique content series featuring our talent immersing themselves in the E1 experience. The goal is to create authentic connections that resonate with a global audience and bring new eyes and ears to the incredible world of E1.'
Basso said, meanwhile, that both teams are excited about the market prospects and are already discussing 'how to go for big brand exposure and activations for the Miami race.'
Bringing E1 to Africa
Expanding to the U.S. follows quickly on the coattails of E1's push into Africa. Earlier this season, E1 announced two new race locations: Dubrovnik, Croatia and Lagos, Nigeria. The latter is a step towards globalizing the sport and bringing technological innovation to the mother continent.
Basso says the expansion into Africa is very important for a few reasons, most notably that it allows the brand to build a global competition that is inclusive. He explains that Team Drogba has been inspirational since joining the championship and was a pivotal actor in the push into African markets.
As Basso explains, E1 is looking 'to contribute in their small way to accelerate Africa's technological evolution.' The expansion has been met with open arms by the regional government. The Mayor of Lagos, Babajide Sanwo-Olu, also blessed the plan, with Basso noting, 'Sanwo-Olu is very excited to have E1 there.'
So, for E1 and RNSI all of this means a new collaboration, a new continent, amplified sustainability messaging, and hopefully, many new fans.