TGR Haas F1 Team has launched a new fan engagement initiative called ‘Haas+ Fans First,’ a free-to-join loyalty program designed to deliver exclusive experiences, rewards, and once-in-a-lifetime opportunities through partnerships with major entertainment brands. The program debuts with a collaboration with American rock legends Bon Jovi.
The inaugural giveaway offers one Haas+ member and a guest two VIP tickets to the final stop of Bon Jovi’s sold-out Forever Tour at London’s Wembley Stadium. The competition opens Wednesday and runs through late August, with entry available exclusively through the Haas+ platform.
“Fans are at the heart of everything we do, and ‘Haas+ Fans First’ is one way of TGR Haas F1 Team being able to give thanks to our supporters, wherever in the world they are, and deliver experiences that go far beyond our sport,” said Ayao Komatsu, Team Principal at TGR Haas F1 Team. “TGR Haas F1 Team has a unique opportunity to connect with some of the most exciting names in sport, entertainment and popular culture. As this team continues to grow both on and off-track, it’s important we bring our supporters along for the ride.”
Komatsu noted the team has worked with Jon Bon Jovi and his family for over a year and called the partnership a fitting debut for the program. “I can’t think of a better first look at what’s to come from ‘Haas+ Fans First’ than seeing the biggest rock band in the world perform,” he said.
Jon Bon Jovi expressed enthusiasm for the collaboration, drawing parallels between the worlds of rock music and motorsport. “Rock ’n’ Roll and racing aren’t all that different,” Bon Jovi said. “You build a great team, trust the people beside you, take your shot, and never let off the throttle. TGR Haas F1 Team represents that fighting spirit — the belief that hard work, grit, and passion can take you anywhere in the world. That is something I’ve always believed in. We’re excited to be part of the Haas family and bring our fans along for a high-speed ride that’s just getting started.”
The ‘Haas+ Fans First’ initiative promises VIP access, backstage moments, exclusive events, and early access to fanwear and merchandise. The program is built around the team’s existing Haas+ loyalty platform, which fans can join at no cost. Supporters interested in the Bon Jovi VIP experience giveaway can sign up and enter through plus.haasf1team.com.
The launch signals a broader push by the American-registered Formula 1 team to expand its brand presence beyond the paddock, leveraging entertainment and cultural partnerships to deepen its connection with a global fanbase.