OAKBERRY Becomes the Official Açaí Partner to MoneyGram Haas F1 Team
March 2, 2023
OAKBERRY, purveyors of 100 percent natural and always fresh açaí bowls and smoothies, is partnering with MoneyGram Haas F1 team, to bring its açaí menu and the brand’s Brazilian roots to the track as the team’s first ‘Official Açaí Partner’.
Founded in 2016, OAKBERRY currently has a global footprint of over 600 locations and is poised for significant growth – with the açaí market expected to increase by nearly 12 percent over the next four years and the brand opening several locations this year alone. The newly minted partnership with the American-owned MoneyGram Haas F1 team is part of the brand’s growth strategy – introducing OAKBERRY to a rapidly growing United States fan base of millennial and Gen Z enthusiasts.
The partnership will include OAKBERRY branding on both the inside front wing end plates of Haas’ car, the VF-23, the race suit of Brazilian Test and Reserve Driver, Pietro Fittipaldi, the team’s drinking bottles and additional branded merchandise. Additionally, OAKBERRY is planning experiential events for fans at one of the upcoming U.S. races. As the ‘Official Açaí Partner’, OAKBERRY builds on the brand’s sponsorship of the team for the final three races of the 2022 season.
“With the US experiencing massive Formula 1 fan growth, especially among young and diverse audiences, this partnership isn’t just about brand visibility, it’s about aligning our target consumers’ interests and passions with our brand,” says Georgios Frangulis, Founder and CEO of OAKBERRY. “And it’s an authentic fit for OAKBERRY, which is deeply rooted in our Brazilian heritage and passion for Formula 1 racing.”
“We’re delighted to continue our relationship with OAKBERRY after a successful first venture last season,” stated Guenther Steiner, Team Principal of MoneyGram Haas F1 Team. “OAKBERRY were on the car at the Sao Paulo Grand Prix last year and we enjoyed being a part of their activations locally that weekend celebrating their Brazilian origins. To have their continued support moving forward in 2023 shows the strength of our relationship and obviously there are a great many opportunities ahead to promote OAKBERRY as they continue to grow internationally.”
As a disruptive brand in the U.S. market, this isn’t OAKBERRY’s first lifestyle centric partnership. Over the past six years, the brand has partnered with events including the U.S. and Australian Open, the Super Bowl, the World Surf League (WSL) and Lollapalooza to drive mindshare among a younger audience while driving growth in key markets including Miami, New York and Los Angeles. And with a record three races on U.S. soil in 2023, OAKBERRY’s partnership with MoneyGram Haas F1 Team will provide sustained brand visibility and relevancy.