BOSS and Bombay Sapphire Lead the Charge for Glamour and Sustainability at E1 Series Miami: The New Global Electric Sport Showcase

“The world is watching Miami. And Miami is looking to the future.” — Alejandro Agag

1. Innovation and sustainability on the water

• E1 is more than a race—it’s a statement of intent. The series features 100% electric RaceBird boats with hydrofoil technology to reduce drag and hit speeds up to 50 knots (about 92 km/h).

• “This isn’t just about racing; it’s about proving the future of marine sport can be clean, thrilling, and accessible,” said E1 founder Alejandro Agag, the visionary behind Formula E and Extreme E.

2. Brands that believe in the mission

• BOSS and Bombay Sapphire aren’t just sponsoring an event; they’re backing a responsible luxury ecosystem.

• BOSS, the German premium fashion house, is outfitting teams and VIPs—amplifying its image of modern elegance.

• Bombay Sapphire, the premium gin, anchors VIP experiences and welcome cocktails, aligning style with sustainability.

• “This event aligns perfectly with our values: innovation, excellence, and responsibility to the planet,” noted a BOSS spokesperson.

• “We want every E1 touchpoint to be as refined and memorable as our product,” added a Bombay Sapphire executive.

3. Glamour and star ownership

• E1 has attracted team owners who are global icons:

• Team Miami: Marc Anthony

• Westbrook Racing: Will Smith

• Team Rafa: Rafael Nadal

• Other owners include Tom Brady, Virat Kohli, Steve Aoki, and LeBron James.

• “Each owner isn’t just investing in a team; they’re backing a message: the future of sport is electric, inclusive, and spectacular,” said Rodi Basso, E1 cofounder and former Formula 1 engineer.

4. Format and spectator experience

• General Admission with circuit views.

• VIP zones with premium amenities, networking areas, and access to panels on innovation and sustainability.

• Live music, elevated gastronomy, and brand activations.

• “We want an immersive experience—people should feel they’re stepping into the future of sports entertainment,” said Robert Jakobi, cofounder of Team Miami.

5. Miami as a global stage

• Miami is no accidental choice: the city is a consolidated hub for sport, luxury, and sustainability.

• “Miami is the perfect stage: cultural mix, purchasing power, and environmental awareness,” said an event representative.

• The circuit was set on Virginia Key, next to the revitalized Miami Marine Stadium—an icon signaling the city’s new era.

E1 Series Miami is more than a sporting date; it’s a platform for glamour, technology, and purpose. With brands like BOSS and Bombay Sapphire leading the way, the event confirms that the future of luxury is green, electric, and socially relevant.

“The world is watching Miami. And Miami is looking to the future,” concluded Agag.

Brand relevance and context

• For BOSS and Bombay: This isn’t mere branding—it’s legacy building. Partnering with E1 connects them with a high‑net‑worth, conscious, global audience.

• For Miami: It cements the city’s status as a capital for international mega‑events, alongside F1’s Miami Grand Prix and Art Basel.

• For sport: E1 is a pioneer in gender equality—every team fields both male and female pilots.

“It’s not just a race; it’s a movement,” summarized Marc Anthony in a statement prior to the event.

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