Haas signs new partnership with Singha Corporation

American Formula One team Haas have announced a new partnership agreement with the Singha Corporation, which will see Singha become the Official Beer Partner of the Haas team starting from the Formula One 2026 season onwards. The Thai beer brand will have their logo present on the Haas race car, driver race suits and team apparel as part of the agreement along with working with the team on various marketing initiatives, fan engagement activities, and hospitality experiences.

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

“Our team’s recent direction has been centered around strengthening innovative thinking, modern methodologies, and the energy of a new generation. 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.”

Voravud Bhirombhakdi, First Senior Executive Vice President and Board of Director Boon Rawd Brewery Co., Ltd. and CO-CEO of Boon Rawd Trading Co., Ltd., said,

“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. n 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.”