TGR Haas F1 Team has appointed Brandand as its global licensing and brand-management agency, giving the company responsibility for developing licensed products and finding new commercial partners.
The Formula 1 team announced the strategic partnership on 15 September 2026. Brandand is based in Banbury, Oxfordshire, close to Haas's UK headquarters.
Agency takes an end-to-end role
Haas says Brandand will manage the licensed-product process from identifying and negotiating with prospective partners through design, development and production. The brief extends beyond the team's established trackside and teamwear merchandise.
The initial categories named by Haas are lifestyle, technology and home. The announcement does not identify individual licensees, products or launch dates, so those areas should be treated as targets for development rather than confirmed ranges.
The structure gives Haas one agency coordinating partner selection and product development across markets. That can help the team maintain consistent use of its identity while adding specialist manufacturers and distributors, although no exclusivity terms or geographic limits were disclosed.
Licensing becomes part of Haas's commercial expansion
Haas describes the appointment as part of a wider effort to expand its commercial footprint and reach new audiences. Brandand will combine the team's name and fan base with its own licensing network, according to the official announcement.
For the motorsport supply chain, the opportunity sits beyond conventional replica clothing. Technology accessories, home products and lifestyle goods can open contracts for product design, manufacturing, packaging, distribution and retail. Which of those services Brandand will handle directly, and which will be awarded to licensees, has not yet been specified.
The team has also not published financial terms, the duration of the agency agreement, revenue targets or a timetable for the first products. There is therefore no disclosed basis for estimating the partnership's value or its expected contribution to Haas's commercial income.
The confirmed development is the appointment of a specialist agency with an end-to-end global licensing mandate. Its commercial impact will become measurable when Haas names licensees, launches product lines and discloses the markets and channels covered by the programme.