Brandand Appointed by TGR Haas F1 Team to drive global licensing program
BANBURY, Oxfordshire - 11 September 2026 - Brandand, a leading global licensing and brand management agency, is pleased to announce a strategic partnership with TGR Haas F1 Team. Under this new agreement, Brandand has been appointed to accelerate the team’s commercial footprint through a sophisticated global licensing merchandise programme.
Building on TGR Haas F1 Team’s existing licenses, Brandand will aim to extend the licensing into new categories, and serve as the primary architect for expansion into new product sectors. This includes sourcing, negotiating, and managing licensing agreements across lifestyle, tech, home, and luxury sectors.
Strategic Expansion and Brand Integrity
This partnership leverages Brandand’s specialised expertise in the branded merchandise sector. As the designated agent, Brandand will manage the end-to-end life cycle of new licensed products, including:
Strategic Sourcing: Identifying best in class partners to translate the TGR Haas F1 Team identity into new consumer categories.
End to End Management: Overseeing the design, development, and production phases to ensure every product meets the rigorous standards of the brand.
Global Market Penetration: Expanding the brand’s reach beyond the trackside, focusing on innovative categories outside of traditional teamwear.
"We are 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," said Carl Ball, CEO of Brandand. "This partnership reflects our shared ambition to build sustainable growth and create meaningful opportunities in the licensing space by managing the process from concept to delivery."
"As the TGR Haas F1 Team enters an ambitious period of growth, expanding our global commercial presence through innovative licensing is a key priority," said Mark Morrell, Marketing and Commercial Director at 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, ensuring our brand is represented through high-quality products that reflect our brand values and commitment to excellence."
Driving Strategic Fan Engagement
By streamlining the licensing process, TGR Haas F1 Team and Brandand aim to deliver a more diverse and accessible product range to a rapidly growing global fanbase, ensuring the brand remains at the forefront of the F1 lifestyle movement.
About Brandand
Founded in 1996 and based in Banbury, Brandand is a premier brand management agency and master licensing partner specialising in the creation and delivery of bespoke branded clothing, merchandise, and accessory collections. Acting as "Brand Guardians," the agency provides a comprehensive end to end service encompassing design, ethical sourcing, and specialist production through to global distribution and e-commerce management. With nearly 30 years of experience, Brandand has a proven track record of helping prestigious brands in the motorsport, automotive, and sports sectors translate their unique essence into captivating product ranges that resonate with a global audience.
About TGR Haas F1 Team
TGR Haas F1 Team has been a stalwart of the FIA Formula 1 World Championship over the past decade following a memorable points-scoring debut for the American owned squad at the 2016 Australian Grand Prix. Now with over 200 grand prix starts to its credit, TGR Haas F1 Team prides itself on being an ambitious challenger within Formula 1 backed by technical partnerships with Scuderia Ferrari and Toyota GAZOO Racing – further underlining its on-going commitment to excellence and advancement within the sport. Founded by industrialist Gene Haas – owner of Haas Automation, the largest CNC machine tool builder in North America with over 80 worldwide outlets – TGR Haas F1 Team is headquartered in Kannapolis, North Carolina in the United States with additional operations in Banbury, England and Maranello, Italy. Domestically Gene Haas is a mainstay of the American motorsport scene having started his own NASCAR team in 2002. A 2008 partnership with champion driver Tony Stewart led to the renamed Stewart-Haas Racing becoming a powerhouse operation winning two NASCAR Cup titles and two NASCAR Xfinity championships. Haas’s personal dedication to NASCAR continues with his current ownership of Haas Factory Team – running in both the Cup and Xfinity series.
Info – www.haasf1team.com
Media Contact:
Simon Corpe
Marketing Manager
01295 754148
