Bacardi has signed a marketing agreement for its Bombay Sapphire gin brand to sponsor E1 Series, the all-electric powerboat racing series.
The deal follows the brand’s recently launched global campaign, ‘Step Into The Blue’, as Bombay Sapphire will also become ‘official partners’ of current reigning champions Team Brady, owned by NFL legend Tom Brady, and Team Drogba, led by ex-Chelsea footballer Didier Drogba and Gabrielle Lemaire. The length of the arrangement was not specified, but the E1 Series 2025 season began with a race in Jeddah in January and concludes on 8 November in Miami.
Bombay Sapphire will also be the ‘official cocktail of E1, serving gin & tonics and ‘Sparkling Lemon’ cocktails to guests at the Ocean Club, E1’s invite-only hospitality offering.
“We’re proud to join forces with E1 to celebrate innovation, sustainability, and the awe-inspiring beauty of the world’s most breathtaking natural blues – while marking our first ever foray into global sports entertainment,” said Bombay Sapphire global VP Natasha Curtin.
Earlier this year, Bacardi announced a new campaign in the US for Patrón tequila, while a worldwide push – including a packaging refresh – for its Martini portfolio was unveiled in recent days.
