Toyota Gazoo Racing (TGR), the motorsports arm of the Japanese car manufacturer, has stepped up its partnership with motor racing’s Haas Formula 1 (F1) team, becoming title sponsor of the American outfit from next year.
The new deal strengthens TGR’s relationship with Haas after it first became the team’s technical partner in October 2024.
That tie-up, which marked Toyota’s return to F1 for the first time since 2009, has seen the pair work together directly this year, with TGR running the team’s testing of a previous car (TPC) program.
From the 2026 season, TGR will replace Haas’ existing title sponsor, MoneyGram, the digital payment firm, and continue as a technical partner of the racing team.
As part of the announcement, Haas said it will launch next year’s livery on January 23 before its 2026 car debuts at a private F1 test at the Circuit de Barcelona-Catalunya from January 26 to 30.
The agreement also includes the installation of the team’s first personal simulator at the Haas F1 UK base in Banbury, which will come online next season.
Haas team principal Ayao Komatsu has said: “It's naturally a privilege to deepen our relationship with TGR through this new title partnership agreement. Our working relationship to date has been everything we hoped it would be.
“The cultivation of personnel, all working collaboratively between Haas F1 Team and TGR, has benefited us greatly, and that's something that will only increase as our partnership matures. We're excited to further grow with the likes of our driver program too, and it's been encouraging to see the depth of talent TGR is backing in that process."
Haas’ TPC program this year saw 14 days of testing across racetracks in Silverstone, Paul Ricard, Fuji Speedway, Imola, and Mugello, with Toyota-backed drivers Ryō Hirakawa, Ritomo Miyata, Sho Tsuboi and Kamui Kobayashi driving the 2023 Haas F1 car.
Toyota entered F1 with its own team in 2002 but never won a race despite having one of the sport's biggest budgets. They also provided Williams with engines from 2007 to 2009.
The new agreement will run alongside Haas’ existing deal with Ferrari, which started when the team entered F1 in 2016, which sees Ferrari supply its power unit and gearbox, as well as other selected parts for use in the Haas car through 2028.
That deal includes the use of Ferrari’s simulator at Maranello.
Meanwhile, the Ferrari F1 team has renewed its long-standing partnership with tobacco company Philip Morris International (PMI) and added sparkling mineral drinks brand S.Pellegrino to its list of commercial partners.
The team’s renewal with PMI extends the pair’s relationship to over half a century and will see the company’s ZYN nicotine pouch brand appear on the Ferrari car’s livery at selected races, including the upcoming season-ending Abu Dhabi Grand Prix.
Due to an advertising rule change, Ferrari has been unable to feature its cigarette brands in F1, with 2011 being the last time the team used the Scuderia Ferrari Marlboro name.
Lorenzo Giorgetti, chief racing revenue officer at Ferrari, stated: “Our renewed collaboration with PMI is a concrete expression of this approach and continues a relationship that has lasted for over fifty years, grounded in scientific progress and a long-term perspective.
"As PMI advances the development of smoke-free alternatives, we are proud to evolve together, uniting our shared values of excellence, discipline and innovation to drive progress both on and off the track."
The team’s new long-term global partnership with S.Pellegrino, meanwhile, will see co-branded activations such as product collaborations and digital experiences, while the mineral water brand will host a series of global events featuring F1 personalities over the next years.
Elisa Gregori, global chief marketing officer for Nestlé Waters & Premium Beverages, commented: “This partnership is a natural evolution of our ongoing ambition to elevate the consumer experience, rooted in our common belief that life is richer when lived with depth and meaning.
“Both brands share a passion for creating moments that matter - moments defined by quality, beauty, and connection – and this partnership invites consumers to embrace the best of what life has to offer.”
The current 2025 campaign is coming to a close with next week's season-ending Abu Dhabi GP, where McLaren's Lando Norris and Oscar Piastri, alongside Red Bull's Max Verstappen, will all battle for the driver's title.
The 2026 F1 season, meanwhile, kicks off with the Australian GP on the weekend of March 6 to 8.
