The TGR Haas F1 Team has announced a new partnership with Singha Corporation, confirming the Thai brewer’s flagship brand, Singha, as the team’s official beer partner.
The agreement further strengthens the team’s commercial portfolio ahead of the 2026 FIA Formula 1 World Championship, while expanding Singha’s footprint within elite global motorsport.
Under the partnership, Singha branding will be integrated across key team assets throughout the Formula 1 season, including digital platforms, marketing materials and race weekend hospitality environments. The brand will also be activated through premium corporate experiences and fan engagement initiatives, particularly across Asia-Pacific markets where Formula 1 continues to see sustained audience growth.
Ayao Komatsu, Team Principal of TGR Haas F1 Team, said, “Our team’s recent direction has been centred around strengthening innovative thinking, modern methodologies, and the energy of a new generation. Singha is an organisation 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.”
Mr Voravud Bhirombhakdi, First Senior Executive Vice President and Board of Director of Boon Rawd Brewery Co., Ltd. and CO-CEO of Boon Rawd Trading Co., Ltd., added, “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.
“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.”
The announcement comes at a time of continued commercial momentum for the American-owned outfit. Haas has recently added brands such as RUCKUS Networks and Fix Network to its sponsorship portfolio as it builds financial and strategic depth ahead of Formula 1’s next regulatory cycle in 2026.
For Singha, produced under Boon Rawd Brewery, the partnership reinforces its commitment to leveraging premium international sports properties to strengthen global brand positioning. The beer brand has maintained a longstanding association with high-profile sporting events and views Formula 1 as a key platform for international visibility and experiential marketing.
The 2026 FIA Formula 1 World Championship will see TGR Haas F1 Team begin its campaign at the Australian Grand Prix at Albert Park in Melbourne from March 6–8, marking the first race weekend under the new partnership.
