Guinness, Singleton back Africa’s first-ever E1 Grand Prix in Lagos

Determined to contribute significantly to the economic growth and drive tourism in Lagos, Guinness and Singleton Whiskey have pledged their support for the forthcoming E1 Lagos GP, Africa’s first-ever E1 Grand Prix.

According to the organisers, with the backing of headline sponsors Guinness and Singleton, the E1 Lagos GP promises to be more than a sporting spectacle, but also an opportunity to showcase Lagos as a global hub for innovation and culture.

Yinka Bakare, marketing and Innovation director at Guinness Nigeria, said that Lagos is more than a city; it’s the heartbeat of African creativity, energy, and resilience.

Bakare said that sponsoring the first E1 race in Africa is the brand’s way of showcasing Lagos’s global potential while creating unforgettable cultural experiences that put Nigeria on the world stage.

The historic event, scheduled from the 3rd to the 5th of October, 2025, will see the world’s fastest electric powerboats racing on Lagos waters.

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

According to him, the forthcoming E1 Lagos GP is more than a sporting spectacle; it is another bold step in putting Lagos on the global map and aligns seamlessly with its sustainability goals, while showcasing the city’s capacity to host world-class events.

Omotoso said that with the unwavering support of agencies like LASWA, LAWMA, the Marine Police, the Nigerian Navy, and the Nigeria Police Force, Lagos is 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,” he said

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.

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.