Haas joins hands with Brandand

American Formula One team Haas have announced a new partnership with licensing and brand management agency Brandand. The partnership sees Brandand work on identifying and developing opportunities across new product categories and serve as the primary architect for expansion into sectors including lifestyle, technology, and home, for Haas. Brandand will handle the team’s end-to-end development of new licensed products, from identifying and negotiating with prospective partners through to product design, development and production. They will also work on supporting Haas’s commercial reach, other than traditional trackside and teamwear merchandise. 

Mark Morrell, Marketing and Commercial Director of TGR Haas F1 Team, commented,

“As TGR Haas F1 Team enters an ambitious period of growth, expanding our global commercial presence through innovative licensing is a key priority. Partnering with Brandand allows us to tap into their deep industry expertise and global network to reach our fans in new and creative ways. Just as importantly, it ensures our brand is represented through high-quality products that reflect our values and our commitment to excellence.”

Carl Ball, CEO of Brandand, added,

“We’re excited to begin working with the team at TGR Haas F1 Team and to support the continued evolution of such a strong and respected brand. This partnership reflects our shared ambition to build sustainable growth and create meaningful opportunities in the licensing space. Our role will be to manage the process from concept through to delivery, bringing the right partners, products and opportunities together to create long-term value for the brand and its fans.”