Haas announces season-long partnership with TOHO CO., LTD

American Formula One team Haas has announced a new season-long partnership with Japanese entertainment studio, TOHO CO., LTD., with the partnership kicking off from the Japanese Grand Prix 2026. TOHO CO., who are the home of Godzilla will be entering the world of Formula One with various activations and even launch a special edition car livery for the Haas challenger for the Japanese Grand Prix 2026. 

Haas and TOHO CO. will work together throughout the season on integrated branding, digital content, limited-edition merchandise, and race-weekend activations and post the activations at the Japanese Grand Prix 2026, there will also be major activations at the United States Grand Prix 2026, which is Haas’ home race. 

Ayao Komatsu, Team Principal of TGR Haas F1 Team, commented,

“This is truly an extraordinary opportunity to showcase our brand to new audiences, and it’s a first for both TGR Haas F1 Team and TOHO. It’s an honor to bring a global icon such as Godzilla to this sport and activate across an important year for the franchise. We want our fanbases to combine and celebrate with us, as there will be lots to engage with this season.”

Keiji Ota, Senior Managing Executive Officer and Chief Godzilla Officer, TOHO CO., LTD, added,

“We are honored to announce this partnership between TGR Haas F1 Team—a team that continues to push the limits of performance on the global stage of Formula 1—and Godzilla, a cultural icon that has continued to evolve for more than 70 years since first emerging from Japan. Godzilla has come to represent indomitable power and resilience, a spirit that deeply resonates with the TGR Haas F1 Team’s determination to constantly break through barriers. Through this collaboration, get ready for Godzilla to rampage on the world’s fastest stage! We promise to bring an unprecedented experience that will excite fans of both Godzilla and the TGR Haas F1 Team all around the world.”