At a press event in Bangkok, the TGR Haas F1 Team revealed a major new collaboration with Singha Corporation, Thailand’s leading beverage producer. This multi-year agreement appoints Singha as the Official Beer Partner of Haas from the 2026 FIA Formula 1 World Championship season, merging the high-speed world of Formula 1 with the well-recognized Singha golden lion emblem that has featured in the sport for nearly 20 years.
Key Figures Present and Strategic Partnership Details
The announcement was made in the presence of Team Principal Ayao Komatsu, alongside drivers Esteban Ocon and Ollie Bearman, emphasizing the significance of this alliance as Haas prepares for the technical changes arriving in 2026. Singha’s branding will be showcased prominently on Haas’ 2026 race car, the VF-26, as well as on team gear and race suits.
Beyond branding, the partnership includes diverse marketing efforts, fan interaction programs, and exclusive hospitality offerings aimed at enhancing VIP and guest experiences at major global F1 events.
Singha’s Established Formula 1 History
Singha Corporation has a long history in Formula 1, having first entered the sport in 2009 with Red Bull Racing during a championship-winning period that included the Japanese Grand Prix. They later partnered with Ferrari starting in 2016, capitalizing on their association with 2007 World Champion Kimi Räikkönen, and then with Alfa Romeo Racing from 2019 through renewed agreements extending into 2022.
This new collaboration with Haas aligns with Singha’s overarching Global Sports Partnership strategy, focusing on premium international sporting events and maximizing exposure to Formula 1’s global audience.
Shared Ambitions and Team Evolution
The alliance reflects mutual commitments to innovation, excellence, and expansive global reach. Having secured a title sponsorship from Toyota Gazoo Racing in late 2025, TGR Haas enters the 2026 season with fresh momentum. Their VF-26 car, unveiled in January 2026 with a vibrant white-and-red color scheme, embodies the team’s renewed dedication to cutting-edge methods and the energy brought by a new generation of leadership and drivers.
Our team’s recent direction has been centered around strengthening innovative thinking, modern methodologies, and the energy of a new generation,
said Ayao Komatsu, Team Principal.
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.
Singha’s Commitment to Global Sports and Partnership Outlook
Mr. Voravud Bhirombhakdi, First Senior Executive Vice President and Board Director of Boon Rawd Brewery and Co-CEO of Boon Rawd Trading, emphasized Singha’s dedication to elite sports sponsorships.
He said,
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.
Singha’s involvement continues to leverage Formula 1’s commercial strength and wide-reaching audience, making it a strategic platform for brand growth and sporting excellence.
Looking Ahead to the 2026 Season Kickoff in Melbourne
As Formula 1 undergoes its transformative 2026 season, TGR Haas will begin their campaign at the Australian Grand Prix held at Albert Park, Melbourne, from March 6 to 8. The team intends to maximize the benefits of this partnership with Singha to boost their competitive performance and connect more deeply with fans worldwide.
This collaboration combines Singha’s storied legacy and global brand appeal with Haas’ fresh technical direction, signaling an exciting chapter for both entities in Formula 1’s evolving landscape.
