Table of Contents
Key Points
- Jay-Z’s Roc Nation Sports signs content deal with E1, the world’s first all-electric raceboat championship, to expand its global sports influence.
- The partnership will leverage Roc Nation’s talent network and storytelling power to bring E1’s sustainability-driven racing closer to mainstream audiences.
- E1 athletes join Roc Nation’s entertainment family, opening doors for cross-industry collaborations in music, fashion, and lifestyle.
Shawn “Jay-Z” Carter, hip-hop’s first billionaire, is deepening his footprint in global sports with a new content partnership between Roc Nation Sports International (Roc Nation Sports) and E1, the world’s first all-electric raceboat championship.
As E1 continues to grow its global presence, the collaboration will tap into Roc Nation Sports’ cultural reach and talent network to spotlight the series’ purpose-driven spirit through original storytelling and creative campaigns throughout the 2025 season.
Roc Nation deepens E1 brand influence
This alliance opens the doors for artists and athletes to step into the fast-paced world of E1, offering behind-the-scenes access that brings fans closer to the action. From the tension before races in the Launch Zone to the emotional highs of the podium, RNSI will capture the people and moments that define the sport, offering stories that go beyond speed and competition.
E1’s athletes and teams will also become part of Roc Nation Sports’ wider entertainment family, creating space for crossover content in music, fashion, and lifestyle. By inviting fresh eyes to the sport through familiar voices and platforms, the partnership aims to show that E1 is more than racing, it’s a movement rooted in innovation, sustainability, and culture.
Electric boat racing gets cultural lift
Rodi Basso, E1’s founder and CEO, described the partnership as a natural fit: “Roc Nation Sports International understands what we’re building. We already have cutting-edge tech and great talent, what they bring is the ability to connect with people who’ve never watched a race but could become lifelong fans. Together, we can bring this sport to unexpected places.”
Michael Yormark, president of RNSI, added: “E1 is compelling, not just because of what happens on the water, but because of what it represents off it, innovation, community, and a fresh take on sport. Our job is to help E1 tell that story in a way that resonates with new audiences, and we’re excited to bring the full weight of Roc Nation’s creative energy to that mission.”
Jay-Z’s Roc Nation Sports scales up
Roc Nation Sports began in 2013 as Jay-Z’s vision for athlete representation that goes beyond contracts and endorsements. It launched with a splash by signing MLB star Robinson Canó and has since added elite talent including LaMelo Ball, Saquon Barkley, Kevin De Bruyne, and Romelu Lukaku.
With the creation of Roc Nation Sports and the acquisition of Brazil’s TFM Agency, the company expanded its reach and brought top-tier footballers like Vinicius Junior and Gabriel Martinelli into its fold. More than a management agency, RNSI continues to blur the lines between sport, culture, and entertainment, building careers and legacies that live far beyond the game.
