E1 | London Showrun
Results
43
pieces of coverage
376m
audience
2.82m
estimated views
1.88m
print circulation
Brief
The UIM E1 World Championship is redefining racing on water. With nine teams racing across four continents, its RaceBirds combine fully electric propulsion with hydrofoil technology to ‘fly’ above the water at speed.
Already backed by some of the world’s biggest names in sport and entertainment, including Will Smith, Rafael Nadal, and Didier Drogba, E1 is fast establishing itself as one of the most progressive and high-profile competitions in the world.
E1 briefed Brandnation to amplify its landmark partnership with Bombay Sapphire in a UK debut iconic as the Championship itself. The ambition was to create a showstopping spectacle – something to capture global attention and offer a glimpse into a more sustainable, electrified future in the capital.
Execution
Landmark Championship. Landmark partnership. Landmark venue.
Luckily, London is full of them – Big Ben, Buckingham Palace, the London Eye – but there’s one that’s particularly relevant for boat racing: the River Thames.
Serendipitously, the Thames was also where E1 was born, when founders Alejandro Agag and Rodi Basso conceived the idea during a socially distanced run in 2020.
E1 had its homecoming as the RaceBirds took to the Thames for the very first time in July. Sporting Bombay Sapphire’s signature blue, the futuristic RaceBrids flew past historic backdrops including Tower Bridge and Houses of Parliament, forging a path of their own.
The spectacular display provided a window into future of marine transportation and helped bring a race in the capital one step closer.
Amplification
Aligned with our Creativity. Multiplied. ™ philosophy, our role extended from activation into global amplification, and we ensured the E1 London Showrun made waves well beyond the Thames.
We hosted international media on the Thames, giving journalists an unbeatable vantage point and an incredibly unique experience.
By positioning the showcase as E1’s UK debut, teasing the possibility of a future London race, and emphasising the sustainability of the RaceBirds, we seeded a number of headline-worthy hooks.
The impact was massive: widespread international coverage in print and online worldwide, with headlines from Reuters and The New York Times to London Evening Standard, Daily Mail and City A.M.
It truly was a debut worthy of the Championship.
Services
Event planning and logistics
Experiential activation
Public relations
