Formula 1 News: Haas Team signs Singha as Official Beer Partner
In a press conference held in Bangkok, TGR Haas F1 Team unveiled an exciting new collaboration with Singha Corporation, Thailand’s premier beverage brand. This multi-year deal positions Singha as the Official Beer Partner of the team starting from the 2026 FIA Formula 1 World Championship, blending high-octane motorsport with the iconic golden lion emblem that has graced F1 circuits for nearly two decades.
–by Mark Cipolloni–
The announcement, attended by Team Principal Ayao Komatsu and drivers Esteban Ocon and Ollie Bearman, marks a significant step for TGR Haas as they gear up for the new technical regulations era.
Singha’s distinctive branding will feature prominently on the team’s 2026 challenger, the VF-26, as well as on race suits and team apparel. This partnership extends beyond mere visibility, encompassing a range of marketing initiatives, fan engagement activities, and exclusive hospitality experiences designed to bring VIPs and guests closer to the adrenaline-fueled action in key global markets.
Singha Corporation, renowned for its flagship beer and an expanding portfolio of sodas, has a storied history in Formula 1. The brand first entered the sport in 2009 with Red Bull Racing, where it enjoyed prominent placement during a victorious era, including the Japanese Grand Prix that year.
It later aligned with Ferrari from 2016, leveraging its association with 2007 World Champion Kimi Räikkönen, and extended to Alfa Romeo Racing in 2019, with renewals through 2022. This latest move to TGR Haas reflects Singha’s ongoing “Global Sports Partnership” strategy, which emphasizes support for elite international competitions and aligns with F1’s massive worldwide audience.
The collaboration underscores shared values of excellence, innovation, and global ambition. TGR Haas, which officially adopted its title sponsorship from Toyota Gazoo Racing in December 2025, is entering 2026 with renewed vigor. The VF-26, revealed in January 2026 with a striking white-and-red livery, represents the team’s commitment to modern methodologies and a fresh generational energy.
“Our team’s recent direction has been centered around strengthening innovative thinking, modern methodologies, and the energy of a new generation,” said Ayao Komatsu.
“Singha is an organization whose vision aligns closely with our strategic objectives. We believe this partnership will enable both parties to move forward together toward sustained success. We are confident that each race will bring excitement not only to Formula 1 fans in Thailand, but to audiences worldwide.”
Echoing this sentiment, Mr. Voravud Bhirombhakdi, First Senior Executive Vice President and Board Director of Boon Rawd Brewery Co., Ltd., and CO-CEO of Boon Rawd Trading Co., Ltd., added: “Singha has always placed great importance on our ‘Global Sports Partnership’ strategy – aligning with some of the world’s most prestigious sporting competitions. Formula 1 remains one of our most significant global platforms, given its immense commercial value and worldwide audience reach.
“In supporting TGR Haas F1 Team, we have engaged closely with a dynamic leadership group representing a new generation with modern vision and progressive thinking – values that align strongly with Singha’s direction. We are confident this partnership will grow into a strong alliance, achieving success together on the global stage.”
As Formula 1 embarks on its transformative 2026 season, TGR Haas F1 Team will kick off their campaign at the Australian Grand Prix in Albert Park, Melbourne, from March 6-8. With this new alliance, the team aims to leverage Singha’s heritage and global appeal to enhance their competitive edge on the track.