Haas F1 Team
Haas F1 Team is an American Formula 1 racing team privately owned by Gene Haas through Haas Automation, competing in the FIA F1 World Championship with Ferrari power units and operating as TGR Haas F1 Team with Toyota Gazoo Racing as title sponsor from 2026.
- Company typePrivate
- Founded2016
- HeadquartersKannapolis, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Haas F1 Team does
Haas F1 Team (operating as TGR Haas F1 Team from 2026) is an American Formula 1 racing team privately owned by Gene Haas through Haas Automation, the largest machine tool builder in the Western world. The team competes in the FIA Formula 1 World Championship with the VF-26 race car powered by Ferrari power units, fielding a two-car lineup of Esteban Ocon (#31) and Ollie Bearman (#87) alongside reserve drivers Jack Doohan and Ryō Hirakawa. Headquartered in Kannapolis, North Carolina, with engineering operations in Banbury, UK and an Italian support facility near Maranello, the team serves a global audience of F1 fans while functioning as a commercial platform for sponsor brands.
The team's core revenue model combines Formula 1 constructors' championship prize money with a diversified sponsorship portfolio anchored by title partner Toyota Gazoo Racing (from the 2026 season, replacing MoneyGram) and a long list of commercial partners including Zoomex, Singha, Pirelli, Alpinestars, Schuberth, IC Markets, and others. Beyond racing operations, the team operates the Haas+ subscription fan platform offering exclusive content and digital driver cards, and launched the AI-powered RaceMate conversational fan companion (built on Infobip's AgentOS) available across WhatsApp and Apple Messages. The team has secured FIA Three-Star Environmental Accreditation and pursues operational efficiencies as the smallest team on the F1 grid by headcount (~180 employees), under Team Principal Ayao Komatsu's "Haas version two" restructuring agenda that has translated into constructors' championship results ahead of pre-season expectations (4th–6th place in 2026).
The go-to-market motion is fundamentally event-driven: racing performance across the 24-race global calendar is the primary mechanism for delivering brand value to sponsors, engaging fans, and converting media exposure into commercial outcomes. Distribution is supplemented by merchandise (Haas F1 Store), digital platforms (Haas+, social media, Netflix Drive to Survive coverage), and on-site fan activations such as the Fuji Speedway TPC event.
Haas F1 Team firmographics
Firmographics- Name
- Haas F1 Team
- Legal name
- Haas Formula LLC
- Website
- https://haasf1team.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Haas F1 Team is an American Formula 1 racing team privately owned by Gene Haas through Haas Automation, competing in the FIA F1 World Championship with Ferrari power units and operating as TGR Haas F1 Team with Toyota Gazoo Racing as title sponsor from 2026.
- Ownership category
- akta.pro rank
Haas F1 Team industry classification
Industry- Product category
- Professional Motorsports
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)
- akta.pro secondary industry
- Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)
Keywords
Where Haas F1 Team is headquartered
LocationHeadquarters
- HQ city
- Kannapolis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Haas F1 Team business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Formula 1 Prize Money: Teams earn prize money based on their constructors' championship finishing position. McLaren earned approximately $175 million for winning the championship, while Alpine earned approximately $75 million for last place, creating a $100 million financial gap across the standings.
- Sponsorship Revenue: Primary commercial revenue stream from multiple sponsors including title sponsor Toyota Gazoo Racing (TGR), Official Crypto Exchange Partner Zoomex, Official Beer Partner Singha, and numerous other commercial partners across various categories.
- Sponsorship - MoneyGram: MoneyGram had a US$30 million sponsorship deal with Haas Formula, representing significant fintech/crypto sponsorship presence in F1.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Haas F1 Team product offering
Product offeringCore offering
Haas F1 Team is an American Formula 1 racing team competing in the FIA Formula 1 World Championship with the VF-26 race car. The team monetizes on-track performance through commercial sponsorship deals and Formula 1 prize money, while operating the Haas+ fan membership platform and the Haas F1 Store for direct fan engagement and merchandise sales.
Product overview
TGR Haas F1 Team operates as a Formula 1 racing team competing in the FIA Formula 1 World Championship with the VF-26 race car. The team offers fan engagement through the Haas+ membership platform which provides exclusive content and digital driver cards. The TGR Haas F1 Team RaceMate powered by Infobip is an AI-powered conversational companion available on WhatsApp and Apple Messages, providing real-time race intelligence and interactive fan experiences. The team's product portfolio centers on racing operations, fan engagement, and digital experiences supporting the 2026 season with drivers Esteban Ocon and Ollie Bearman.
Differentiator
Problem solved
Functional benefit
Products and services
- Haas+ Official fan membership platform offering exclusive content, offers, and digital driver cards. Fans earn XP through engaging with content to unlock official digital driver cards.
- TGR Haas F1 Team RaceMate powered by Infobip AI-powered conversational fan companion providing race intelligence, driver tracking, grid positions, qualifying outcomes, team quizzes, and virtual merchandise try-on through messaging platforms.
- Haas F1 Store Merchandise Official merchandise store offering replica team gear, apparel, and collectibles to motorsport fans globally.
Quantifiable outcome
- Outperformed pre-season expectations finishing 4th-6th in constructors' championship
Companies that use Haas F1 Team
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Haas F1 Team technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature2 records
Haas F1 Team partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered minor and core.
- NeverMileminorTokyo-based technology company specializing in driving transformation through software and operational innovation. Partnership commencing from 2026 Austrian Grand Prix to advance business opportunities and supply chain management. Founded in Japan, specializing in logistics and manufacturing software solutions.
- InfobipcoreAI-powered conversational fan companion 'RaceMate' powered by Infobip's AgentOS technology. Available on WhatsApp Business Platform and Apple Messages for Business, providing race intelligence, driver tracking, and interactive gamified fan experiences. Expansion of partnership announced during Miami Grand Prix.
- D.EnergycoreOfficial Sustainability Partner for 2026 season. D.Energy provides carbon footprint measurement, energy usage optimization, and sustainability reporting for factory and trackside operations. Layer 1 blockchain company using Proof of Energy consensus mechanism with $WATT token live on MEXC exchange.
- SinghaminorOfficial Beer Partner - multi-year partnership marking collaboration between global motorsport and Thailand's iconic beverage brand. Includes marketing initiatives, fan engagement activities, and hospitality experiences. Thailand's leading global beverage brand with 'Global Sports Partnership' strategy.
- New EraminorHeadwear partner - market leader in sports and lifestyle headwear since 1920. Brand with over 500 licenses, sold in more than 80 countries. Partnership provides team headwear and apparel.
- ZoomexcoreOfficial Crypto Exchange Partner for 2026 season. Partnership renewed for second year, emphasizing shared values of system efficiency, stable execution, and long-term engineering capabilities. Zoomex is a global cryptocurrency trading platform serving over 3 million users across 35+ regions.
- Fix NetworkminorMulti-year partnership announced ahead of 2026 season. Quebec-based company operates one of world's largest networks in collision, glass, mechanical, and restoration services with over 2,000 points of service worldwide. 2026 Canadian Grand Prix is the brand's home event.
- CastoreminorPerformance sportswear brand and end-to-end digital retailing platform for global sports teams. Team kit supplier for 2026 season with omni-channel retailing operations.
- IC MarketsminorOfficial FX Trading Partner - one of world's largest and most trusted trading brands. Partnership brings together ambition, innovation and precision between elite racing and financial trading solutions.
- Vellamo WaterminorOfficial Hydration Partner starting from 2025 United States Grand Prix in Austin, Texas. Premium Finnish brand offering natural mineral and spring water sourced from Salpausselkä Ridges. Sustainability-focused using recyclable glass bottles.
- InfobipcoreGlobal cloud communications platform partnership to create greater connections with fans worldwide. Multi-year collaboration using Rich Communication Services, WhatsApp, and in-app messaging with agentic AI capabilities. Infobip reaches over 7 billion mobile devices globally.
- Champagne TaittingerminorOfficial Champagne Partner - independent family-owned champagne brand available in over 150 countries. Celebratory partnership for podium ceremonies and hospitality.
- Toyota Gazoo Racing (TGR)coreTitle partnership from 2026 season - team rebranded as TGR Haas F1 Team. Multi-year technical partnership focusing on 'People, Product, Pipeline' including driver development, engineering collaboration, and simulator installation at Banbury facility. TGR assumed title sponsorship rights with focus on cultivating drivers, engineers, and mechanics for sustainable motorsport industry.
- Orion180minorInsurance trailblazer partnership - US-based insurance company with proprietary technology platform MY180. Inc. 5000 list recognition for two consecutive years, 4.9-star Google rating for customer service.
- UChicago MedicineminorAcademic medical health system partnership to promote medical institution to worldwide F1 audience. Not-for-profit based on University of Chicago campus with hospitals and outpatient clinics.
- Play'n GOminorThird year of partnership in 2026. Focus on precision, performance, and consistency with fully integrated collaboration through race weekends, live experiences, and global activations including trackside hospitality and simulators.
- MGM Resorts InternationalminorOfficial Partner - Las Vegas-inspired hospitality and entertainment brand. Partnership includes branding on VF-23 steering wheel. MGM Resorts creates immersive experiences across 33 unique hotel and gaming destinations globally.
- TravisMathewminorSouthern California lifestyle apparel brand. Versatile everyday apparel transitioning from work to play with smart blend of performance and innovative design.
- PirellicoreExclusive global tire partner to FIA Formula One World Championship since 2011. Italian tire company established in 1872, providing tires for all F1 teams including Haas.
- AlpinestarscoreRacing gear and safety equipment partner. World-leading manufacturer of professional motorsport racing products, motorcycling airbag protection, high-performance apparel, and helmets since 1963.
- SchuberthcoreHelmet partner - German manufacturer producing protective helmets since 1940s. Provides F1-specific helmets developed under extreme conditions testing. Headquartered in Magdeburg.
- HaasTooling.comminorE-commerce platform for high-performance cutting tools, toolholders, and workholding products. Evolution of Haas Automation's internal tooling efforts, sold over 450,000 products to machine shops and engineering firms.
- Haas AutomationcoreParent company - largest machine tool builder in western world, manufacturing CNC vertical machining centers, horizontal machining centers, CNC lathes, and rotary products. Founded by Gene Haas in 1983. 1.1-million-square-foot facility in Oxnard, California.
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
Haas F1 Team competitors and assessment
Company assessmentBroad incumbents
- Aston Martin F1 Team: Aston Martin is a factory-backed constructor team competing in the same championship as Haas, offering a comparable benchmark for sponsor economics, technical partnerships, and brand-building strategy, but with substantially greater resources.
- Mercedes-AMG Petronas F1 Team: Mercedes is one of the leading factory teams and a power-unit supplier. It is comparable to Haas only as the same championship participant, but represents the top of the competitive and commercial hierarchy Haas aspires toward.
- McLaren Racing: McLaren won the 2024 constructors' championship with ~$175M in prize money and is the upper-bound benchmark for Haas's commercial ceiling. Same sport, same championship, same broadcast/prize-money structure, but at much larger scale.
Direct peers
- Sauber / Audi F1: Sauber (transitioning to Audi factory status) is a directly comparable constructor team using Ferrari power units, like Haas. Both occupy similar competitive and commercial territory as customer-powered midfield teams in the FIA F1 World Championship.
- Williams Racing: Williams is another independently-owned Formula 1 constructor on the current grid, historically comparable to Haas as a smaller, customer-engined team. Both compete for the same midfield constructors' positions and rely on sponsorship and prize money as primary revenue streams.
- Alpine F1 Team: Alpine is a manufacturer-backed constructor team competing in the same constructors' championship as Haas. Source data explicitly notes Alpine finished last in the constructors' standings, taking ~$75M in prize money, making it a directly comparable benchmark for Haas's commercial trajectory.
- Racing Bulls (Visa Cash App RB / former AlphaTauri): Racing Bulls is a sister team to Red Bull Racing competing in the same constructors' championship. It is a directly comparable customer-team-style constructor with similar midfield ambitions and operational scale as Haas.
Others
- Pirelli: Pirelli is Haas's exclusive tire supplier and the sole tire supplier to the entire F1 championship. It is an ecosystem participant whose technical and commercial relationship directly impacts Haas's on-track performance.
- Toyota Gazoo Racing: Toyota Gazoo Racing is Haas's title sponsor and strategic technical partner since 2024, with the team now competing as 'TGR Haas F1 Team.' It is a direct ecosystem participant whose continued investment materially shapes Haas's commercial and technical trajectory.
Emerging players
- Andretti Global: Andretti is an American motorsport organization actively pursuing an F1 entry and operating across IndyCar and Formula E. Comparable as a US-rooted motorsport franchise with overlapping target audiences and a parallel commercialization model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Haas F1 Team social profiles
Digital presenceHaas F1 Team compliance and trust
Trust signalCompliance1 record
Haas F1 Team financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haas F1 Team leadership team
Management profileNumber of profiles
Profiles8 records
Haas F1 Team funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haas F1 Team M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Haas F1 Team
What does Haas F1 Team do?
Haas F1 Team is an American Formula 1 racing team competing in the FIA Formula 1 World Championship with the VF-26 race car. The team monetizes on-track performance through commercial sponsorship deals and Formula 1 prize money, while operating the Haas+ fan membership platform and the Haas F1 Store for direct fan engagement and merchandise sales.
Is Haas F1 Team a public or private company?
Haas F1 Team is a private company. It is classified as corporate owned and is currently operating.
When was Haas F1 Team founded?
Haas F1 Team was founded in 2016. It employs 251 to 500 people.
Where is Haas F1 Team based?
Haas F1 Team is headquartered in Kannapolis, United States, in the North America region.
How does Haas F1 Team make money?
Three revenue lines are on record. Formula 1 Prize Money is the primary driver. The others are sponsorship Revenue and sponsorship - MoneyGram.
Who are Haas F1 Team's main competitors?
Broad incumbents on record are Aston Martin F1 Team, Mercedes-AMG Petronas F1 Team and McLaren Racing. Direct peers are Sauber / Audi F1, Williams Racing, Alpine F1 Team and Racing Bulls (Visa Cash App RB / former AlphaTauri). Others are Pirelli and Toyota Gazoo Racing. Andretti Global is listed as an emerging player.
Does Haas F1 Team have an API?
No public API is recorded for Haas F1 Team.
What industry is Haas F1 Team in?
Haas F1 Team's product category is Professional Motorsports. Its primary akta.pro industry code is MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent), with a secondary code of MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.). Its NAICS code is 711211 and its SIC code is 7948.