Miami International Airport is elevating the global travel experience with the arrival of a new, high-impact activation from Bombay Sapphire, developed in partnership with the UIM E1 World Championship. This bold initiative blends luxury, technology, and motorsport energy, transforming one of the world’s busiest airports into an unforgettable entertainment destination for millions of travelers.
The activation marks the first time the all-electric UIM E1 raceboat series has made its presence felt inside a major U.S. airport. Designed to coincide with the championship finale in Miami, the experience captures the innovative spirit of the race series and integrates it seamlessly with Bombay Sapphire’s premium brand identity. The result is a visually striking, interactive attraction that is redefining what travelers expect from modern airport experiences.
A High-Impact Partnership Takes Center Stage
The UIM E1 World Championship has gained global attention as the world’s first all-electric raceboat series, drawing interest from sustainability advocates, motorsport fans, and technology enthusiasts alike. As the official gin sponsor, Bombay Sapphire has strategically aligned itself with the championship’s values of innovation, environmental responsibility, and forward-thinking design.
The brand’s connection to Team Brady and Team Drogba Global Africa adds another layer of star power to the activation. With sports icons like Tom Brady and Didier Drogba acting as team owners, the partnership merges the worlds of elite sport, luxury branding, and high-profile personalities—appealing to travelers who seek dynamic and aspirational travel experiences.
As Miami hosted the final race of the season, the airport activation served as a natural extension of the excitement building across the city. Travelers arriving for the event or simply passing through the terminal found themselves immersed in the world of electric raceboats before even stepping outside onto Miami’s sunlit streets.
Immersive Design and Interactive Adventure
The month-long installation occupies a dedicated exhibit space in the airport’s North Terminal, featuring Bombay Sapphire’s iconic blue aesthetic woven into every detail. Standout visual elements give travelers the impression of stepping directly into the brand’s artistic universe.
The jewel of the exhibit is a full-scale Bombay Sapphire E1 RaceBird displayed as a centerpiece—an irresistible photo opportunity for travelers eager to capture a unique Miami moment. Positioned against a vibrant blue backdrop, the RaceBird represents the future of marine mobility, combining sleek design and clean-energy performance.
A high-tech race simulator brings the excitement to life, inviting visitors to test their skills and record their fastest lap times. Their results are posted on a digital leaderboard, adding a fun, competitive element that encourages repeat participation. For many travelers, the simulator has become an unexpected highlight of their airport journey, offering an immersive break from the typical pre-flight routine.
A Taste of Luxury at the Bombay Sapphire Cocktail Bar
After completing their virtual race, guests follow artistically designed floor markings leading them to the next stage of the experience: the Bombay Sapphire cocktail bar. Here, brand ambassadors offer complimentary tastings, allowing visitors to enjoy the signature Bombay Sapphire Sparkling Lemon—one of the brand’s most beloved drinks in North America.
The cocktail bar provides a moment of relaxation amid the airport’s busy atmosphere, offering travelers a refreshing escape before continuing their journey. The tasting area also reinforces Bombay Sapphire’s reputation for quality craftsmanship and refined flavor pairings.
Travelers who want to enjoy the experience at home are given recipe cards for the Sparkling Lemon cocktail, encouraging engagement beyond the terminal. Branded hats are also offered as gifts with purchase, adding a collectible keepsake that resonates long after their trip ends.
Part of a Larger Creative Vision
This activation forms a key component of the Step Into The Blue campaign, Bombay Sapphire’s global initiative focused on creating immersive and artistic touchpoints with consumers. Through the combination of racing, design, mixology, and technology, the Miami activation perfectly embodies the campaign’s mission to transform everyday encounters into imaginative experiences.
By positioning the activation within Miami International Airport, the brand ensures maximum reach. The airport handles tens of millions of passengers annually and serves as one of the most influential aviation hubs in the United States. For a brand seeking global visibility and engagement, MIA is an ideal stage.
A New Era of Travel Retail Experiences
The Bombay Sapphire E1 Championship activation represents a broader shift in the travel retail landscape. Airports are increasingly becoming spaces where brands deliver curated, experience-driven interactions rather than traditional static displays. For Miami International Airport, this activation is another step toward becoming not just a transportation hub but a cultural and entertainment destination in its own right.
Travelers now expect more from airports—personalisation, entertainment, immersive technology, and premium hospitality. This collaboration reflects that evolving demand and sets a new standard for what the future of travel experiences can look like.
A Launch That Aligns With Miami’s Energy
Miami is known for its vibrancy, innovation, multicultural flair, and strong connection to sports and events. The Bombay Sapphire activation aligns perfectly with this spirit, adding an exciting new dimension to the travel experience and reinforcing Miami’s position as a global destination for events, luxury, and culture.
As the world continues to embrace the fusion of sustainability and high-performance sport, the E1 Championship and Bombay Sapphire’s presence in Miami represent the beginning of a new wave of immersive activations that meet travelers at the intersection of lifestyle, entertainment, and innovation.
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