The TGR Haas F1 Team has appointed Brandand, a global licensing and brand management agency, to accelerate the team’s commercial footprint through a new licensing and merchandise programme
Brandand, based in Banbury, minutes from the team’s UK headquarters, will identify and develop opportunities across new product categories, acting as the primary architect for Haas’s expansion into sectors including lifestyle, technology and home.
The agency will manage the full development process for new licensed products, from identifying and negotiating with prospective partners through to product design, development and production.
“As TGR Haas F1 Team enters an ambitious period of growth, expanding our global commercial presence through innovative licensing is a key priority,” explained Mark Morrell, Marketing and Commercial Director of Haas.
“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.”
Founded in 1996, Brandand has nearly three decades of experience in brand management and licensing, working across the motorsport, automotive and sports sectors.
Brandstand Chief Executive Officer, Carl Ball, framed the partnership as a natural extension of the agency’s existing work across motorsport, automotive and sport more broadly.
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.
Carl Ball
“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,” he said.
“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.”
