E1, the global all-electric motorboat racing series, has announced a new commercial deal with luxury Swiss watchmaker Hublot and expanded its partnership with the Champagne Telmont brand.
Hublot will serve as the sport’s official timekeeping partner, while Telmont has expanded its long association with E1 to now become its official champagne partner.
Through a global partnership with the E1 World Championship, Hublot will be prominently integrated across the season, delivering timing operations, alongside visibility on the championship’s global feed shown in over 230 territories.
The tie-up is set to make its championship debut during the upcoming E1 Lake Como Grand Prix on Saturday (25 April).
The watchmaker will also activate within the E1 Ocean Club VIP hospitality offering.
Meanwhile, Telmont’s new agreement builds on its relationship that has been in place since E1’s first season in 2024.
The French brand is used for E1’s podium celebrations and is also served to guests in the E1 Ocean Club.
Telmont first partnered with E1 in 2024 as its official champagne supplier.
In terms of recent commercial activity for E1, the series unveiled Fever as its official ticketing partner in a multi-year deal earlier this month.
The 2026 E1 season began in Saudi Arabia in late January, and the eight-race calendar will conclude with a grand prix in the Bahamas on November 22, marking E1’s first-ever race in the Caribbean.
E1, launched by Alejandro Agag and Rodi Basso in 2024, features 10 teams, each owned by a range of sporting superstars, including Rafael Nadal (tennis), Tom Brady (American football), Virat Kohli (cricket), LeBron James (basketball), and Didier Drogba (soccer).
Real Madrid and Belgium soccer star Thibaut Courtois recently became the latest team owner, after being named as a co-owner and global brand ambassador of Sierra Racing Club.
Other high-profile owners include DJ Steve Aoki (Aoki Racing Team), businessman Marcelo Claure (Team Brazil by Claure Group), musician and actor Marc Anthony (Team Miami powered by Magnus), and actor Will Smith (Westbrook Racing).
