Singha Backs TGR Haas F1 Team

Boon Rawd Brewery’s flagship brand Singha has become the official beer partner of the TGR Haas F1 Team. 

Under the three-year deal, Singha’s branding will be emblazoned across key team assets throughout the Formula 1 season, including digital platforms, marketing materials and race weekend hospitality environments. The brand will also be activated through premium corporate experiences and fan engagement efforts, particularly across the fast-growing Asia-Pacific markets.  

The partnership further expands Singha’s influence in the world of elite motorsport. 

Mr Voravud Bhirombhakdi, First Senior Executive Vice President and Board of Director of Boon Rawd Brewery Co., Ltd. and CO-CEO of Boon Rawd Trading Co., Ltd., stated, “Singha has always placed great importance on our ‘Global Sports Partnership’ strategy — aligning with some of the world’s most prestigious sporting competitions. Formula 1 remains one of our most significant global platforms, given its immense commercial value and worldwide audience reach.”

“In supporting TGR Haas F1 Team, we have engaged closely with a dynamic leadership group representing a new generation with modern vision and progressive thinking — values that align strongly with Singha’s direction. We are confident this partnership will grow into a strong alliance, achieving success together on the global stage.”

Ayao Komatsu, Team Principal of TGR Haas F1 Team, added, “Our team’s recent direction has been centred around strengthening innovative thinking, modern methodologies, and the energy of a new generation. Singha is an organisation whose vision aligns closely with our strategic objectives. We believe this partnership will enable both parties to move forward together toward sustained success. We are confident that each race will bring excitement not only to Formula 1 fans in Thailand, but to audiences worldwide.”

According to ASN data, Singha (8.7%, ~US$14.1m) is the 3^rd largest spender for its category in the Asian sponsorship market since Q223, with a quarterly investment of almost US$1.2m during this period. However, spends have plummeted to a mere US$150k per quarter since Q125, and its association with high-profile elite global sporting events will certainly ramp up its spends.