E1 and Roc Nation announce content partnership

Electric raceboat championship E1 has partnered with agency Roc Nation Sports International to showcase E1’s “purpose-driven ethos” through storytelling and creative campaigns across the remainder of the 2025 season.

E1 athletes and team members will be integrated into Roc Nation Sports International’s broader entertainment ecosystem, creating opportunities that bring the sport to new audiences through music, lifestyle, and entertainment activations.

The UIM E1 World Championship sees nine teams competing with both male and female pilots across four continents. 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 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. Didier Drogba, LeBron James, Rafael Nadal, and Will Smith are all involved in the sport.

The partnership will give Roc Nation’s talent roster and their followers 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, Roc Nation Sports International artists and personalities will document the sport’s culture and the athletes. This insider access will generate authentic content across social platforms, says E1, 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 Roc Nation Sports International 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.”

Michael Yormark, President of Roc Nation Sports International, added: “E1 is not only an exciting sporting spectacle on the surface. Beneath the water, it’s about culture, lifestyle, and supporting a sustainable future.

“Roc Nation Sports International 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 Roc Nation Sports International’s creative and cultural power to help tell E1’s amazing story.”