Will Smith and LeBron James Set Sights on Nigeria as $500 Million E1 Racing Championship Expands Across Africa
Nigeria is fast becoming a major destination on the global motorsport and entertainment map, with Hollywood superstar Will Smith and basketball legend LeBron James among international celebrities expressing interest in visiting Lagos as the $500 million E1 electric racing championship strengthens its presence across Africa.
The growing excitement follows the entry of Team PRONC, a Nigerian-backed franchise, into the UIM E1 World Championship presented by PIF for the 2027 season. The development represents a significant milestone for Nigeria, moving the country’s relationship with E1 beyond simply hosting races to having Nigerian investors directly involved in team ownership. Team PRONC was founded by Nigerian entrepreneurs and investors Cecil Hammond, Richie Shittu, Preye Berezi, Osahon Okunbo and Ndy Oruche. The consortium, whose experience spans hospitality, entertainment, private members’ clubs and cultural ventures, is now extending its interests into the rapidly emerging world of electric marine motorsport. Will Smith wants to “come home”
The arrival of a Nigerian-owned E1 franchise has already attracted attention from some of the championship’s biggest celebrity team owners. According to Team PRONC co-founder Richie Shittu, Will Smith expressed his desire to visit Nigeria during an E1 race weekend in Monaco. “Hey, bring me home, guys. I want to come home,” Smith reportedly told the Nigerian team during the event.
The comment reflects the growing international interest in Nigeria as E1 expands its African footprint. Team PRONC co-founder Cecil Hammond also revealed that both Will Smith and LeBron James have expressed interest in visiting Lagos. “They’re saying they’d love to come to our city,” Hammond said.
For Nigeria, such interest could provide a major boost to the country’s efforts to position Lagos as a leading destination for international sports, entertainment, tourism and investment.
From hosting E1 to owning a team
Lagos made history in 2025 when it became the first African city to host an E1 race. Its inclusion placed the Nigerian commercial capital alongside globally recognised destinations such as Monaco, Miami and Lake Como. The creation of Team PRONC takes Nigeria’s participation in the championship to another level.
Rather than simply serving as a host destination, Nigeria will now have a homegrown ownership group competing within the championship itself. The move gives Nigerian entrepreneurs an opportunity to participate directly in an international sports property that combines entertainment, technology, sustainability and high-performance competition.
Team PRONC’s founders also intend to use the platform to showcase Nigeria’s hospitality, music, fashion and tourism industries while creating opportunities for African athletes, creatives, entrepreneurs and innovators.
E1’s ambitious $500 million vision
The Nigerian expansion comes as E1 pursues an ambitious growth strategy. During the championship’s Lagos debut in 2025, E1 was reportedly seeking approximately €20 million in new capital as part of a plan to build towards a valuation of €500 million by 2030.
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Each franchise has been estimated to require an initial commitment of around €2 million, with annual operating expenses potentially reaching another €2 million. The financial ambitions demonstrate that E1 is positioning itself not merely as another sporting competition, but as a global entertainment and technology platform built around electric marine racing. Its all-electric boats are designed to combine competitive racing with innovation in marine technology, sustainability and environmental conservation.
Will Smith is already championing E1 in Africa
Smith’s interest in Nigeria is particularly significant because the actor is already actively involved in E1’s African expansion.
In March 2026, Smith travelled to Luanda, Angola, alongside E1 founder and chairman Alejandro Agag and Angola’s Tourism Minister Márcio de Jesus Lopes Daniel to announce the E1 Luanda Grand Prix.
The race, scheduled for September 12–13, will make Angola the second African destination on the E1 calendar after Lagos and the championship’s first destination in Southern Africa. Smith, who owns the Visit Angola Westbrook Racing team, described the African expansion as part of a broader movement.
“Africa has always embodied passion and relentless drive. E1 in Angola is more than a moment; it’s a movement,” he said. His involvement demonstrates how E1 is using celebrity ownership to connect elite sport with global entertainment and destination marketing.
LeBron James and other global stars are part of E1
Will Smith is not the only international celebrity with a stake in the championship. E1’s ownership network also includes NBA superstar LeBron James, NFL legend Tom Brady, Ivorian football icon Didier Drogba, tennis great Rafael Nadal and renowned DJ and producer Steve Aoki.
The presence of such high-profile personalities has helped E1 attract attention well beyond traditional motorsport audiences. For Nigeria, the addition of Team PRONC provides an opportunity to place the country alongside some of the world’s most recognisable sporting and entertainment figures.
Lagos and Luanda strengthen Africa’s E1 presence
The expansion into Nigeria and Angola highlights E1’s growing interest in Africa as a market for electric motorsport, tourism and investment. Lagos, with its enormous population, vibrant entertainment industry, financial influence and strategic position on the Atlantic coast, provides E1 with an important gateway into West Africa.
Luanda offers a complementary opportunity in Southern Africa, with Angola seeking to use the event to promote its tourism potential, infrastructure and investment opportunities. The Luanda race is also expected to give Angola significant international visibility, with E1 broadcasts reaching more than 230 territories through platforms including DAZN, SuperSport and YouTube.
A new platform for Nigerian talent and tourism
For Team PRONC, the E1 franchise is about more than racing. The Nigerian investors are looking to transform the team into a platform for promoting the country’s broader creative and tourism economy.
From Nigerian music and fashion to hospitality, food, culture and tourism, the franchise could provide a global stage for showcasing the country to audiences who may have limited exposure to Nigeria beyond traditional media narratives.
The participation of global celebrities could further amplify that exposure, particularly if figures such as Will Smith and LeBron James eventually visit Lagos for E1-related events.
A significant moment for African motorsport
E1’s growing presence in Africa represents a broader shift in the continent’s relationship with international sports investment. For years, African countries have largely been viewed as destinations for international sporting events. The emergence of African-owned franchises within global competitions signals a different direction, with local investors increasingly becoming stakeholders and owners rather than simply hosts.
Team PRONC’s entry into E1 is therefore significant for both Nigeria and the wider African sports industry. As the 2027 season approaches, Team PRONC is expected to unveil its celebrity partner, racing pilots and technical programme. The announcements will provide further insight into how the Nigerian franchise intends to compete on the international stage.
With Lagos already established as E1’s first African race destination, Luanda preparing to join the calendar and a Nigerian-owned team entering the championship, Africa’s role in E1 is becoming increasingly prominent. And with Will Smith and LeBron James reportedly eager to experience Lagos for themselves, Nigeria’s newest motorsport chapter could soon attract even more global attention.
