The E1 Electric-Boat League Generated Even More Buzz in Its Third Season

Nadal and Smith discovered the thrill firsthand during an informal race on Lake Como. (Nadal won.) But most owners rely on professionals to run their organizations. John Marlow, a three-decade veteran of Formula 1 and the World Rally Championship, was recruited to lead LeBron James’s Team AlUla. The Lakers star’s 157 million Instagram followers provided an immediate launch platform for the squad. Without that impressive social-media presence, “it’s just not possible to do that in a more conventional sort of motorsport fashion,” Marlow says.

That reach is already translating into real-world audiences. In Lagos, Nigeria, thousands of fans turned out in force last year to watch soccer star Didier Drogba’s team race. Drogba, who gained fame during his tenure with Chelsea F.C., now connects E1 with his home continent through Team Drogba Global Africa. The attendees created a “carnival atmosphere,” according to John Williams, E1’s managing director. The series expects to cap its grid at 12 teams, with events expanding from eight this year to as many as 15.

For A-list owners with little experience in boating, the concept was initially a tough sell, though Nadal signed on early. After Brady joined, however, the league began attracting “lots of interest” from other celebrities, Williams explains. “We’re in a lucky position where that’s the same for host cities and sponsors.” Even so, translating social-media followers into sustained fan engagement remains an ongoing challenge.

Despite the boldface names, E1 is still finding its footing. The league is targeting a $667 million valuation by 2030, driven in part by global sponsorships. Team owners, meanwhile, are offsetting their investments through their own partnerships, licensing agreements, and financial networks. For now, celebrity wattage is fueling E1’s rapid ascent—but maintaining that momentum over the long term will require more than star power alone.

Top: During the 2026 E1 season opener in Jeddah, Saudi Arabia, the competition was fast and tight as owners Tom Brady, Will Smith, and Didier Drogba were on hand to watch the Aoki Racing Team get the win.

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