Is Adrian Alli FCCA living the ideal career? ‘On paper it definitely sounds like the dream combo,’ he says. ‘I’ve been fortunate enough to work in two industries I’m really passionate about – music and sport – and to use the structure and discipline of accountancy to support some really exciting, sometimes unpredictable, environments.’
Today, as finance director for both the E1 Series electric powerboat championship and Extreme H, the world’s first hydrogen-powered off-road racing series, Alli is helping to build not just two new sports but two new clean-energy sporting environments.
‘We’re not just running global championships,’ he says. ‘We’re helping to build a whole new energy ecosystem to support them. That means working at the intersection of cutting-edge innovation, logistics and commercial viability.’
‘Extreme H shows how hydrogen can perform under high-pressure, off-road conditions on land’
Both championships sit within Saudi Arabia’s Public Investment Fund (PIF) Electric 360 partnership, launched in 2024 with Formula E, Extreme E and E1 Series. They are part of the broader vision of Alejandro Agag, founder of all three, to use sport as a platform for technological innovation, sustainability and global impact.
‘Whether it’s hydrogen-powered SUVs racing through deserts or electric race-boats flying across the water, the idea is the same,’ Alli explains. ‘It’s all about inspiring change, proving that performance and purpose can move together.’
They are also aligned around the same values – particularly gender parity in sport. ‘It’s really fulfilling to be a part of this’, says Alli. ‘Each format ensures equal male and female participation in the same race and in the same vehicle. It’s something we’re incredibly proud of. The drivers and pilots are drawn from all around the world from the ages of 18 upwards.’
Further and faster
Extreme H, which evolved from the earlier Extreme E electric series, is already recognised by the FIA and has plans to expand into a full world championship.
Hydrogen is emerging as a key part of the clean-energy transition, sitting alongside electrification,’ Alli says. ‘So, while E1 shows what clean electric power can do in fast moving, exciting environments on water, Extreme H shows how hydrogen can perform under high-pressure, off-road conditions on land.’
E1, now in its second season, has team owners including Tom Brady, Will Smith and Rafael Nadal. ‘We’re backed by some of the biggest names on the planet,’ Alli says. ‘We’ve just staged a groundbreaking race in Lagos and our season finale was in Miami on 8 November. In five years’ time we plan to have a 15-race calendar, 12 teams and a valuation of about €0.5bn.’
The financial challenge, he says, is to make all that growth sustainable. ‘My role is to ensure both championships are built on solid commercial foundations, that the innovation and ambition are sustainable, not just environmentally but economically, too. If we want to scale these ideas and make a long-term impact, they have to work as a business.’
Maintaining integrity
Before motorsport, Alli spent 14 years in rugby, first as finance director at Premiership Rugby, then as CFO and interim CEO of London Irish, at a time of great change in the game. At Premiership Rugby he helped deliver the landmark CVC Capital Partners investment that became the template for private equity funding in the professional sport.
‘That experience showed me how transformational the right kind of investment can be,’ he says. ‘But it also taught me how vital it is to align commercial objectives with the sport’s long-term integrity.’
At London Irish he faced both triumph and heartbreak. ‘When I was CEO we achieved our best playing performance in 14 years,’ he recalls. But he also had to lead staff through the club’s eventual administration.
‘I had to hold a last-minute Zoom call with 130 staff and players, and tell them what they were going to read in the press an hour later. It was a dark time,’ he says. ‘But I received so many messages afterwards about how I handled it. People said I’d been tested more in one year than many CEOs would be in five.’
‘Fan growth today is about building deeper, more meaningful connections’
Alli began his career not on the touchline but in music, at MCA Records, now part of Universal Music Group. ‘I could walk into the A&R department and say, “What do you think of this band?” It was great to have that level of access,’ he says. ‘Being in rooms where creative and commercial worlds meet, learning to speak both languages, that’s something I really enjoyed.’
He still keeps that perspective as sport and entertainment evolve. ‘These industries move really fast. Trends shift overnight, schedules change, emotions run high,’ he says. ‘Managing that while keeping a clear head and making solid financial decisions can be tricky. What I’ve learned is that relationships are everything. Numbers matter, but trust and communication are key.’
Value and growth
Those lessons from Premiership Rugby are now shaping how Alli helps fund the Extreme series.
‘One of the key areas I’ve been involved in is helping the organisation better understand and articulate its value, not just financially but from a fan and stakeholder perspective,’ he says. That means investment in data, digital engagement and storytelling. ‘Fan growth today isn’t only about numbers, it’s about building deeper, more meaningful connections. Finance plays a key part, making sure those initiatives are funded strategically at the right time.’
With hydrogen technology expected to exceed US$640bn globally by 2030 and US$1.4 trillion by 2050, Alli sees motorsport as an accelerator for innovation. ‘They say a year in motorsport is equivalent to 10 years of R&D for car manufacturers,’ he notes. ‘Our extreme testing environments create real opportunities for inward investment.’
Musical beginnings
So, given his passions, why did he choose a career in finance? ‘I initially wanted to be a musician,’ he admits, ‘but my father advised me to embark on a career that provided security and stability. Recognising I had an aptitude for numbers and enjoyed storytelling through statistics, accountancy was a practical, and strategic, choice.’
Outside work, Alli’s creative side remains intact. ‘I play the saxophone,’ he says. ‘People hear that and assume I play jazz, but sometimes jazz saxophone can sound like someone strangling a seagull! I learnt to play at school and was inspired by the sax sound of the 1980s – the break in the middle of a pop song that just lifted everything.’ These days he plays mostly for himself. ‘Sometimes I get wheeled out at family parties, but I like to be prepared, just like in accounting,’ he laughs.
In sport, Alli’s loyalties remain with London Irish. Among his rugby heroes are the All Blacks’ Jonah Lomu and England Rugby World Cup winners Jonny Wilkinson and Martin Johnson, alongside women’s star Ellie Kildunne and former England and London Irish winger Topsy Ojo. On the water and the dirt tracks he follows Catie Munnings of Team Hansen (who is also a race pilot for LeBron James’ Team AlUla in E1) and Sarah Misir of Team Blue Rising. ‘It’s exciting to see the rise of women’s participation in these sports,’ he says.
Looking back, Alli insists he wouldn’t change much. ‘Every experience, good or challenging, has shaped where I am today,’ he reflects. But he would tell those starting their accountancy career ‘to take time to enjoy the journey, don’t just focus on the destination. Celebrate the wins. Understand the people around you, see things from their perspective. And opportunities aren’t always handed to you, so take on more than what’s strictly asked of you; show a genuine thirst for learning.’
