TGR Haas F1 Team has appointed Brandand, a global licensing and brand management agency based in Banbury, Oxfordshire, as its strategic partner to accelerate the team’s commercial licensing program across new international markets and product categories.
Brandand, located minutes from TGR Haas F1 Team’s UK headquarters, will manage the full lifecycle of licensed product development — from identifying and negotiating with prospective manufacturing partners through to product design, development, and production. The agency’s remit extends beyond traditional trackside and teamwear merchandise, with a focus on lifestyle, technology, and home categories.
“As 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 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.”
The partnership is designed to build on the team’s existing merchandise portfolio while opening access to emerging consumer categories aimed at Formula 1’s growing global fanbase. Brandand will serve as the primary architect of that expansion, leveraging its international network within the licensing and branded merchandise sector.
“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,” said 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.”
The announcement signals a deliberate push by TGR Haas F1 Team to diversify its commercial revenue streams as Formula 1 continues to attract record audiences and expand its consumer market globally.