Seeking a partnership with a famed Japanese cultural icon might not seem like a specific aim of the American owner of a Formula 1 team – but that is exactly what led to TGR Haas collaborating with Godzilla.
A first-of-its-kind deal for the team came after owner Gene Haas made the suggestion more than once and now, following a deal with TOHO, Godzilla will be let loose around Suzuka during this weekend’s Aramco Japanese Grand Prix.
With the first run of merchandise collaborations already sold out and a distinctive livery on the cars of Ollie Bearman and Esteban Ocon, the first phase of the project has already delivered strong early engagement.
But, ahead of the action in Suzuka, Haas Director of Marketing Operations Francois Puentes told Sector it is only the beginning of the collaboration.
“The idea of doing something with Godzilla actually comes from Gene himself,” he said.
“Gene suggested it to Ayao Komatsu (Haas Team Principal) at the end of 2024 because at the time the idea of doing a special livery for Japan was coming around. In the end, last year we ran the sakura (cherry blossom) livery.
“After that livery, Gene in passing again told Ayao it would be good to do something with Godzilla, so the second time around Ayao understood we had to do something about it!
“This is a long-term, multi-year agreement. It ticked a lot of boxes in terms of a partnership and it was the start of the process with our TOHO friends, this is a proper collaboration.”
While Godzilla’s legacy may be rooted in Japan, the stories have been told across the globe.
That worldwide recognition was also a key factor for Haas, opening the door to a wider audience for TOHO and its famed monster.
It makes sense for us to partner with such an iconic brand, not just in Japan but throughout the world. Everyone knows what Godzilla is.
Francois Puentes
“Through Gene and the Haas name we are very much American-rooted but like many teams we are based in the UK and then through Ayao and TGR we have strong links to Asia, and Japan in particular,” Puentes explained.
“It makes sense for us to partner with such an iconic brand, not just in Japan but throughout the world. Everyone knows what Godzilla is.
“Then the opportunity we gave to TOHO was to reach out to new audiences through this exceptional marketing platform that is modern F1.
“Their second largest market is the US, the entity we have been dealing with from a business perspective is the US arm of TOHO. Step one is Japan, what we are doing this week is almost a cultural nod to the pop icon that is Godzilla.”
That US touchstone means that the MSC Cruises United States Grand Prix makes for another opportunity for Haas and TOHO to activate at scale.
It is a chance that Haas plans to seize with both hands – both at the Circuit of the Americas and beyond.
“Haas has never been involved in any brand collaboration, and for TOHO their structure is based around straightforward licence agreements. The basement of this agreement is not licensing, it is a multi-year partnership agreement,” Puentes added.
“The second leg of the collaboration will be tailored around the upcoming release of Godzilla Minus Zero, we will have the opportunity to reach out to those new audiences.
“We will be at New York Comic Con in October – we are going to be able to introduce ourselves to a completely new audience. They may know about F1, they may know about Haas but they will definitely know about us after Comic Con.
“We are going to be part of the wider promotion of the movie and there will be a takeover of our garage in Austin.”
The collaboration has also required Haas to adapt to a different way of working compared to traditional F1 partnerships, particularly when dealing with a global entertainment brand.
“Obviously you have to approach the opportunity with a great level of respect and humility, like any other key player in its industry TOHO is protective of its IP but I was surprised by the level of flexibility they had,” he said.
“We expected approvals to take much longer and with more push back but they have really played the game from really early on.
“The main difference is that in F1 we have small cycles, we operate in weeks not years and it is the exact opposite in the entertainment industry so we had to meet somewhere. It has been extremely pleasant.”
For Haas, the deal also reflects a wider shift in how F1 is being viewed by global entertainment brands.
Crucially, it has also been positioned as something more than a one-off activation, with a structure designed to build over time.
“I’ve been involved in the sport since 2008 and there has been a very sharp shift in the last few years,” Puentes added.
“The fact Disney has signed an agreement with F1 is testament to that but the danger is that it becomes the norm. That is why we looked at this opportunity with TOHO as a strategic fit.
“Because typically entertainment collaborations are about slapping a sticker on a car and it is a one-off deal that lacks authenticity. We believe this deal buys us credibility, especially in Japan where loyalty and authenticity is very highly regarded.”
