E1 Lagos GP: Guinness, Singleton, Others Back Africa’s First E1 Series

With the backing of headline sponsors Guinness and Singleton, the E1 Lagos GP promises to be more than a sporting spectacle. It is expected to deliver a significant economic impact, drive tourism, and showcase Lagos as a global hub for innovation and culture.

The Lagos State Government estimates over US$100 million in revenue from the event. More than 250 international participants, including athletes, teams, and VIPs, are expected, along with 10,000 to 15,000 visitors during the race week. With international tourists expected to spend US$150–250 daily, the event could generate up to US$15 million in tourism revenue during peak days, not including additional income from sponsorships, media rights, and local vendor contracts.

Hotels across Victoria Island, Lekki, Ikoyi, and Ikeja are already experiencing a spike in demand, signalling a positive ripple effect across Lagos’s hospitality, transport, food, and entertainment sectors.

Beyond the numbers, the event is expected to create jobs and stimulate entrepreneurship in sectors ranging from logistics and marine services to fashion, nightlife, and cultural tourism. It also aligns with Lagos’s vision to build a sustainable blue economy by promoting electric propulsion and clean water sports.

At the heart of this movement are Guinness and Singleton, two iconic brands set to deliver immersive lifestyle experiences throughout the race week. Their activations will blend Nigerian culture with world-class entertainment, ensuring the E1 Lagos GP is not just a race, but a celebration of taste, music, and creativity.

“For us at Guinness, Lagos is more than a city; it’s the heartbeat of African creativity, energy, and resilience,” said Yinka Bakare, Marketing and Innovation Director at Guinness Nigeria. “Sponsoring the first E1 race in Africa is our way of showcasing Lagos’s global potential while creating unforgettable cultural experiences that puts Nigeria on the world stage.”

Gbenga Omotoso, Lagos State Commissioner for Information & Strategy, described the E1 Grand Prix as a defining moment:

“The forthcoming E1 Lagos GP is more than a sporting spectacle; it is another bold step in putting Lagos on the global map. It aligns seamlessly with our sustainability goals while showcasing the city’s capacity to host world-class events. With the unwavering support of agencies like LASWA, LAWMA, the Marine Police, the Nigerian Navy, and the Nigeria Police Force, we are confident of delivering a safe and successful experience. Governor Sanwo-Olu remains resolute in ensuring that this event becomes a lasting tourism asset and strengthens Lagos’ position as one of the world’s true destination cities.”

As the electric boats race across the Lagos Lagoon, the message will be clear: Lagos is not just joining the ranks of global host cities like Monaco, Venice, and Jeddah; it is forging its own path as Africa’s aquatic capital.