TGR Haas F1 Team Appoints Brandand to Drive Global Licensing

TGR Haas F1 Team is pleased to announce a new strategic partnership with Brandand, a leading global licensing and brand management agency.

Brandand, based in Banbury, Oxfordshire, minutes from TGR Haas F1 Team’s UK HQ, will work to accelerate the team’s commercial footprint through a sophisticated global licensing and merchandise program. Building on the team’s existing portfolio, Brandand will identify and develop opportunities across new product categories and serve as the primary architect for expansion into sectors including lifestyle, technology, and home.

The newly appointed agency will manage the end-to-end development of new licensed products, from identifying and negotiating with prospective partners through to product design, development and production. The partnership will combine TGR Haas F1 Team’s distinctive identity and growing global fanbase with Brandand’s specialist expertise and international network within the licensing and branded merchandise sector.

In addition, they will support the expansion of the team’s commercial reach beyond traditional trackside and teamwear merchandise, with a focus on distinctive products and emerging consumer categories, aimed at the sport’s engaged fandom.

“As TGR Haas F1 Team enters an ambitious period of growth, expanding our global commercial presence through innovative licensing is a key priority,” shared Mark Morrell, Marketing and Commercial Director of TGR Haas F1 Team. “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.”

“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,” added Carl Ball, CEO of Brandand. “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.”