Company Profile | Renatus
RESEARCH COMPANY PROFILE
Global · 22 Sep 2026

TGR Haas F1 Team: the Toyota Pivot and What It Means

TGR Haas F1 Team reported revenue of £119.4 million and a net profit of £6.5 million for the year ended 31 December 2024, the same season in which it climbed from last place in the 2023 Constructors' Championship to seventh with 58 points — a turnaround that validated the appointment of Ayao Komatsu as team principal in January 2024. [Cyrk F1] [Formula One History] [Formula 1]

The team's defining structural tension is its deepening dependency on Toyota Gazoo Racing, which assumed title partnership rights from 2026 and supplies design, technical, and manufacturing services — a relationship that strengthens the team's technical resources but concentrates its most important commercial and engineering lifeline in a single corporate partner with its own motorsport agenda. [Haas F1 Team] [Formula One Group]

2024 Revenue £119.4M
Year ended 31 December 2024
  1. Finding 1

    Haas turned profitable in 2024 on £119.4M revenue after administrative costs of £111.3M. The UK entity reported a net profit of £6.5 million for the year ended 31 December 2024, with revenue of £119.4 million against administrative costs of £111.3 million, according to UK company filings reported by Cyrk F1. [Cyrk F1] [The Judge 13]

  2. Finding 2

    The team recovered from last place in 2023 to seventh in 2024, scoring 58 points. After finishing tenth with 12 points in 2023, Haas scored 58 points in 2024 under new team principal Ayao Komatsu, with Nico Hülkenberg contributing 41 of those points, per Formula One History and RacingNews365. [F1 Racing Hub] [Formula One History] [RacingNews365]

  3. Finding 3

    Toyota Gazoo Racing is now simultaneously title partner, technical supplier, and primary engineering resource. Toyota's motorsport division concluded a technical partnership in May 2026 covering vehicle development and assumed title partnership rights from the 2026 season, providing design, technical, and manufacturing services to Haas. [TOYOTA Global Newsroom] [Formula One Group] [Haas F1 Team]

  4. Finding 4

    Gene Haas remains the sole owner, with no publicly disclosed outside equity investor on the grid. Companies House identifies Gene Haas as the only active person with significant control of Haas Formula UK, holding 75% or more of the shares and voting rights, and The Race describes him as Formula 1's only sole team owner. [The Race]

1. Company Overview

TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.

Haas Formula LLC — the legal entity behind TGR Haas F1 Team — is an American-licensed Formula 1 constructor that entered the sport in 2016 and has raced under the Toyota Gazoo Racing title partnership since the start of the 2026 season.

TGR Haas F1 Team competes in the FIA Formula 1 World Championship as a constructor, the sport's designation for teams that design and build their own cars. The team was established in April 2014 by Gene Haas under the corporate entity Haas Formula LLC and made its race debut in 2016, becoming the first all-American-led Formula 1 squad in roughly three decades. For the 2026 FIA Formula 1 World Championship, the team is officially titled TGR Haas F1 Team following a title partnership with TOYOTA GAZOO Racing, the motorsport competition and research and development division of Toyota Motor Corporation. [Haas F1 Team (company website)] [Wikipedia] [Formula One Group]

The team operates from three geographic sites: its principal base at 4001 Haas Way, Kannapolis, North Carolina in the United States; a UK facility at Overthorpe Road, Banbury, Oxfordshire; and an Italian site at Varano de' Melegari. The Kannapolis base sits on the same campus as Gene Haas's championship-winning NASCAR team, Stewart-Haas Racing, reflecting the owner's pre-existing motorsport infrastructure in the United States. [Haas F1 Team] [Formula One Group]

The team's revenue model spans four principal streams: the FIA Formula 1 prize fund distributed to all constructors based on championship position, title and associate sponsorship income, licensed merchandise and fan engagement products including the Haas+ digital membership club and an official online store, and technical and commercial benefits received under the Toyota partnership. Its primary customers are corporate sponsors seeking trackside and broadcast exposure and the global Formula 1 fan base, which the team serves through digital content, merchandise, and the Haas+ membership programme. [Formula One Group] [Haas F1 Team]

The team's most recent commercial development is the appointment of Brandand, a Banbury-based global licensing and brand management agency, as a strategic partner to accelerate its global licensing and merchandise programme. This move, announced in September 2026, signals a deliberate effort to professionalise and expand the team's consumer-facing revenue beyond its current scope. [Haas F1 Team]

Analyst note

The company identity corpus is well-sourced from primary team communications and Formula 1 official records. No audited breakdown of revenue by stream is publicly available; the four-stream characterisation is structural inference from the corpus, not a disclosed figure.

2. Financial Trajectory

The UK entity turned profitable in 2024 on £119.4M revenue, but the margin is thin.

Haas Formula UK Limited reported revenue of £119.4 million and a net profit of £6.5 million for the year ended 31 December 2024, representing a net margin of approximately 5.4% — a narrow but positive outcome after a period of midfield struggle.

The UK entity's 2024 results show revenue of £119.4 million set against administrative costs of £111.3 million, leaving a net profit of £6.5 million for the year ended 31 December 2024. The operating structure is therefore cost-intensive: administrative costs consumed approximately 93 pence of every pound earned, a ratio consistent with a midfield Formula 1 team operating near the FIA cost cap ceiling and reliant on prize fund income tied directly to championship position. [Cyrk F1] [The Judge 13]

Haas Formula UK Limited posted £119.4M in revenue and £6.5M net profit in 2024.
Revenue and net profit, GBP millions, year ended 31 December 2024.
Revenue
119
Net profit
6
0 34 68 101 135
GBP millions
Data shown in this chart
Period Revenue Net profit
2024 119.4 GBP millions 6.5 GBP millions

No multi-year revenue series is available from the public record for Haas Formula UK Limited. The 2024 figure represents the most recently disclosed data point. The team's championship improvement — from tenth in 2023 to seventh in 2024 — would have increased its share of the Formula 1 prize fund distribution, which is allocated partly on the basis of constructors' standings, though the prize fund formula and Haas's specific allocation are not disclosed in the retrieved corpus. The thin profit margin means the team has limited financial buffer: a reversal in on-track performance, a loss of a major sponsor, or a cost-cap breach penalty could each erase the surplus. [F1 Racing Hub] [Formula One History]

Analyst note

Only one year of financial data (2024) is available in the corpus, sourced from UK Companies House filings as reported by Cyrk F1 and The Judge 13. No audited 2022 or 2023 comparatives are present; multi-year trajectory analysis is therefore not possible from the corpus alone. The net profit figure of £6.5M from Cyrk F1 and £6.4M as reported elsewhere in that source are treated as rounding variants of the same filing.

3. Business Model

Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.

The team's business model combines prize fund income, sponsorship, and merchandise with a structural dependency on Toyota Gazoo Racing for design, technical, and manufacturing services — a configuration that reduces internal capital requirements but concentrates operational risk.

Revenue Stream 1 – Title Sponsorship
TGR (from 2026)
Toyota Gazoo Racing became title sponsor of Haas F1 Team from 2026, replacing MoneyGram as the main naming partner and providing commercial benefits. The team is officially listed as TGR Haas F1 Team in the 2026 FIA Formula 1 World Championship.
Revenue Stream 2 – Technical Partnership
Multi-year deal
TGR and MoneyGram Haas F1 Team concluded a basic agreement on a multi-year technical partnership on 14 May 2026. TGR provides design, technical and manufacturing services; Haas offers technical expertise and commercial benefits in return.
Revenue Stream 3 – Fan Membership (Haas+)
Haas+ club
Haas+ is the team's official fan membership club, offering inside information, exclusive content and offers throughout the season. It represents a direct-to-consumer digital engagement and revenue stream.
Revenue Stream 4 – Merchandise (Official Store)
Haas F1 Team store
The team operates an official online store (Haas F1 Team store) as its direct merchandising channel, enabling consumer product sales globally.
Operating Site 1 – USA
Kannapolis, NC
US headquarters: 4001 Haas Way, Kannapolis 28081, NC, USA. Listed as the American operational address on the team's official contact page.
Operating Site 2 – United Kingdom
Banbury, UK
UK base: Haas Racing, Overthorpe Road, Banbury OX16 4PN, UK. Listed as the United Kingdom operational address on the team's official contact page.
Operating Site 3 – Italy
Varano de' Melegari
Italian facility: via Papa Giovanni XXIII 2/d, 43040 Varano de' Melegari (Pr), IT. Listed as the Italian operational address on the team's official contact page.

As a Formula 1 constructor, Haas competes under FIA regulations that require it to design and build its own car, while permitted to source certain components — notably the power unit and gearbox — from a supplier team. Since its entry in 2016, Haas has used Ferrari power units and associated components, which has historically allowed it to operate with a smaller internal engineering headcount than fully integrated constructors. The Toyota technical partnership announced in May 2026 extends this outsourcing logic further: Toyota Gazoo Racing provides design, technical, and manufacturing services to Haas, while Haas offers technical expertise and commercial benefits in return under a multi-year arrangement. [Formula One Group] [TOYOTA Global Newsroom]

Toyota's transition from technical partner to title partner — replacing MoneyGram as naming sponsor from the 2026 season — consolidates two previously separate relationships into a single integrated dependency. Toyota Gazoo Racing is now simultaneously the team's naming rights holder, technical engineering resource, and a source of commercial value. This is structurally different from a conventional title sponsorship, where the sponsor provides cash and the team retains engineering autonomy. The nature and financial value of Toyota's title partnership have not been publicly disclosed. [Formula One Group] [Haas F1 Team]

The team's consumer-facing commercial infrastructure includes the Haas+ digital membership club, which offers fans exclusive content and inside access throughout the season, and an official online store selling licensed merchandise. The September 2026 appointment of Brandand as global licensing and brand management agency is intended to professionalise and expand this merchandise programme, with Brandand based minutes from the team's UK headquarters in Banbury. This signals an intent to grow consumer revenue as a second pillar alongside sponsor income. [Haas F1 Team]

Geographically, the team operates across three countries — the United States, the United Kingdom, and Italy — with the Kannapolis base serving as the principal commercial and administrative hub, the Banbury facility handling much of the race engineering and technical work, and the Varano de' Melegari site in Italy providing additional manufacturing capacity. This multi-site structure is common among midfield Formula 1 teams and allows the team to draw on European engineering talent pools while maintaining its American identity for commercial purposes. [Haas F1 Team]

Analyst note

The financial terms of the Toyota technical and title partnership are not publicly disclosed. The characterisation of Toyota's role as a structural dependency is an analytical judgement from the corpus facts about the scope of services provided; it is not a statement made by either party.

4. Ownership and Control

Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors.

Gene Haas holds 75% or more of the shares and voting rights in Haas Formula UK, the team's UK entity, with no publicly disclosed outside equity investor — a control structure unique on the current Formula 1 grid.

Haas Formula LLC was established by Gene Haas in April 2014 as the legal vehicle for his Formula 1 ambitions. At Companies House, Gene Haas is listed as the only active person with significant control of Haas Formula UK, holding 75% or more of both the shares and voting rights. The Race's 2026 grid ownership analysis describes him as Formula 1's only 100% owner-operator remaining, with no publicly disclosed outside equity investor. This is a structural rarity in a sport where most teams have taken on private equity, sovereign wealth, or corporate co-investment in recent years. [Wikipedia] [The Race]

Gene Haas is the sole owner of Haas Formula UK, holding 75% or more of shares and voting rights.
Ownership and control structure, Haas Formula UK Limited, as reported to Companies House, 2026.
Gene Haas (75%+ shares & voting rights) 75%
Remaining (≤25%, no named holder identified) 25%

Gene Haas's wealth base is rooted in Haas Automation, the CNC machine-tool manufacturer of which he is founder, president, and sole stockholder — described as the largest CNC machine-tool manufacturer in the United States. Haas Automation served as the team's de facto title sponsor during the years the team competed without a commercial naming partner, providing both brand exposure and an implied financial backstop. This dual role — owner and primary commercial backer — means the team's financial stability has historically depended on the health of Haas Automation's business. [Expo Kinetic] [ESPN]

The team's title sponsorship history reflects this dependence. From its 2016 debut, Haas Automation served as the naming sponsor in the absence of an external title partner. MoneyGram, a US-based digital payments company, became the first external title sponsor in 2023 under a multi-year agreement, rebranding the team as MoneyGram Haas F1 Team. Toyota Gazoo Racing replaced MoneyGram as title partner from the 2026 FIA Formula 1 World Championship, bringing the team's name to TGR Haas F1 Team. The transition suggests MoneyGram's multi-year deal concluded or was superseded; no public statement on the circumstances of the change has been identified in the corpus. [ESPN] [Haas F1 Team] [AutoRacing1]

The leadership structure beneath Gene Haas consists of three named roles: Gene Haas as team owner and chairman, Joe Custer as COO, and Ayao Komatsu as team principal. Gene Haas has been listed as founder and chairman since the team's 2014 establishment. The concentration of ownership in a single individual — without a board of institutional shareholders or co-investors — means strategic decisions and financial commitments rest entirely with Gene Haas, who is also running a separate business empire in Haas Automation. Gene Haas is described as also being co-owner of the NASCAR team Stewart-Haas Racing. [Wikipedia] [Haas F1 Team] [GPblog]

Analyst note

Ownership data is sourced from Companies House records as reported by The Race and from official Haas team materials. The financial terms of the MoneyGram transition out of the title sponsorship and the Toyota title partnership value are not in the public record.

5. Leadership

Ayao Komatsu's first season as team principal produced a championship recovery — his second must sustain it.

Komatsu, who had been with Haas since its 2016 debut and rose to Director of Engineering before being appointed team principal in January 2024, led the team from last place to seventh in the Constructors' Championship in his first year in charge.

Ayao Komatsu replaced Guenther Steiner as team principal on 10 January 2024, with Steiner departing with immediate effect after seven years in the role. Komatsu's appointment drew on deep institutional knowledge: he had been with Haas since the team's 2016 Formula 1 debut, starting as chief race engineer and progressing to director of engineering before taking the top job. The 2024 season — his first as team principal — delivered a seventh-place championship finish with 58 points, a turnaround from the team's 2023 last-place finish of 12 points. [Formula 1] [Formula One History] [F1 Racing Hub]

TGR Haas F1 Team: senior leadership structure as of 2026.
Named roles: owner, COO, and team principal, as reported to Wikipedia and Formula 1.
Gene Haas
Role
Team Owner & Chairman
Team
TGR Haas F1 Team
Reported by
Wikipedia, Formula 1
Verified role
Founder and Team Owner & Chairman of Haas F1 Team (Wikipedia, 2026-09-14)
Joe Custer
Role
COO
Team
TGR Haas F1 Team
Reported by
Wikipedia, Formula 1
Verified role
COO of Haas F1 Team (Wikipedia, 2026-09-14)
Ayao Komatsu
Role
Team Principal
Team
TGR Haas F1 Team
Appointed
January 2024, replacing Guenther Steiner
Prior role
Director of Engineering; with Haas since 2016 debut
Reported by
Formula 1, Wikipedia
Verified role
Team Principal as of 2026, appointed 10 January 2024 (Formula 1, 2024-01-10)

The senior leadership structure as recorded in Wikipedia lists Gene Haas as team owner and chairman, Joe Custer as COO, and Ayao Komatsu as team principal. The previous team principal, Guenther Steiner, had cultivated a high public profile through the Netflix Drive to Survive documentary series, which brought Haas significant brand visibility. His successor, Komatsu, is a more technical figure whose public profile is lower, but whose first-season results suggest strong operational judgement. No public data on the broader senior engineering leadership below Komatsu is available in the corpus. [Wikipedia]

Analyst note

Leadership data is sourced from Formula 1 official records and Wikipedia. No direct statements from Komatsu or Gene Haas on strategy or forward plans are present in the corpus. Analyst note: sources disagree on Haas F1 Team 2024 Constructors' Championship points. One figure is 58 points (F1 Racing Hub [F1 Racing Hub], Formula One History [Formula One History], Last Word on Sports [Last Word on Sports], used as primary throughout report); another is 51 points (RacingNews365 [RacingNews365]). Both are presented where they appear; the difference reflects measurement date, basis, or methodology and is not reconciled in available public data.

6. Competitive Position

Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history.

The team's 2024 championship recovery — 58 points and seventh place — demonstrated that Komatsu's restructuring had taken hold, but the gap to sixth-place Alpine was only seven points and the team has never scored a race win or podium finish.

Haas finished seventh in the 2024 FIA Formula 1 Constructors' Championship with 58 points, recovering from a tenth-place, last-place finish in 2023 when the team scored only 12 points across the season. The recovery was driver-led: Nico Hülkenberg contributed 41 points and Kevin Magnussen 16 points, with the team scoring consistently throughout the season. Hülkenberg qualified fourth at the Abu Dhabi Grand Prix, a notable individual result that indicated the car had genuine pace in certain conditions. [Formula One History] [F1 Racing Hub] [RacingNews365] [Formula 1]

Haas recovered from last place (12 points) in 2023 to seventh (58 points) in 2024.
FIA Formula 1 Constructors' Championship points and position, Haas F1 Team, 2023–2024.
Constructors' Championship points
2023
12points
F1 Racing Hub
Constructors' Championship position
2023
10th (last)
F1 Racing Hub
Constructors' Championship points
2024
58points
F1 Racing Hub; Last Word on Sports; Formula One History
Constructors' Championship position
2024
7th
F1 Racing Hub; Formula One History
Points improvement from 2023 to 2024
2023–2024
46points
F1 Racing Hub (12 pts in 2023; 58 pts in 2024)
Nico Hülkenberg points contribution
2024
41points
RacingNews365
Kevin Magnussen points contribution
2024
16points
RacingNews365
Points gap to sixth-place Alpine
2024
7points
Last Word on Sports

The margin to sixth place was narrow. Last Word on Sports notes that Haas fell just seven points short of Alpine, which finished sixth with 65 points. This proximity to the next position demonstrates the competitiveness of the midfield but also illustrates the slender margins at stake: prize fund distributions and sponsor appeal both improve with each position gained in the constructors' standings. At the midpoint of the 2024 season, after 14 races, the team had accumulated 27 points and was already seventh — a consistent, not merely late-season, performance. [Last Word on Sports] [Motorsport Week]

In the broader context of the ten-team grid, Haas competes against McLaren, Mercedes, Red Bull, Ferrari, Aston Martin, Alpine, Williams, Racing Bulls, and Sauber. Its 2024 result placed it behind the top three (McLaren, Ferrari, Red Bull), Mercedes, Aston Martin, and Alpine — all of which have greater technical infrastructure, higher budgets, or both. The team has never won a race or scored a podium finish in ten seasons of competition. This track record places it firmly in the sport's midfield tier, where revenue, technical resources, and driver choices are all constrained by the budget required to compete with the sport's upper half. [Simple English Wikipedia] [Formula One History]

For 2026, the team fields Esteban Ocon and Oliver Bearman, replacing Hülkenberg (who moved to Sauber) and Magnussen. The incoming driver line-up has less combined Formula 1 experience than its predecessor and will be tested against an updated technical regulation cycle — the 2026 cars represent a significant regulatory reset across the entire grid, meaning the competitive order could shift substantially. Whether the Toyota technical partnership translates into genuine performance gain in the new regulatory environment is the central uncertainty for the team's 2026 and beyond competitive position. [GPblog]

Analyst note

Championship points figures from F1 Racing Hub (58 points, seventh) are used as the primary reference; RacingNews365's figure of 51 points for the same period represents a conflicting secondary data point. The F1 Racing Hub and Formula One History figures of 58 points are used here as they are corroborated by multiple sources. See conflicting sources section. Analyst note: sources disagree on Haas F1 Team 2024 Constructors' Championship points. One figure is 58 points (F1 Racing Hub [F1 Racing Hub], Formula One History [Formula One History], Last Word on Sports [Last Word on Sports], used as primary throughout report); another is 51 points (RacingNews365 [RacingNews365]). Both are presented where they appear; the difference reflects measurement date, basis, or methodology and is not reconciled in available public data.

7. Commercial Partnerships

Toyota dominates the partnership portfolio — the rest of the sponsor roster is fragmented across categories.

TGR Haas F1 Team's commercial structure is anchored by Toyota Gazoo Racing as title and technical partner, with a portfolio of nine named associate and category sponsors across connectivity, gaming, forex, apparel, water, communications, automotive services, sustainability, and expense management.

Toyota Gazoo Racing assumed title partnership rights from the 2026 FIA Formula 1 World Championship, replacing MoneyGram as the team's primary naming and commercial partner. The Toyota relationship is structurally distinct from a conventional cash title sponsorship: it combines naming rights with a technical services exchange under which TGR provides design, technical, and manufacturing support to the team. The financial terms of both the title and technical elements have not been publicly disclosed, making it impossible to assess the monetary value of Toyota's combined contribution. [Haas F1 Team] [Sportcal] [Formula One Group]

TGR Haas F1 Team has announced at least nine named commercial partnerships since November 2023.
Named commercial partners by category and announced date, 2023–2026.
Play'n GO – multi-year partner (Entertainment/Casino)
November 2023
Multi-year partnership
SportsKhabri, 2026-04-23
CommScope – Official Connectivity Partner
February 2025
Named commercial partner
SportsKhabri, 2026-04-23
Infobip – Cloud Communications Partner
May 2025
Named commercial partner
SportsKhabri, 2026-04-23
Vellamo Water – Official Hydration Partner
October 2025
Named commercial partner
SportsKhabri, 2026-04-23
Toyota Gazoo Racing – Title Partner (replaces MoneyGram)
December 2025
Title partnership announced
Sportcal, 2025-12-04; SportsKhabri, 2026-04-23
IC Markets – Official Forex Trading Partner
December 2025
Named commercial partner
SportsKhabri, 2026-04-23
Castore – Official Kit and Retail Partner
January 2026
Named commercial partner
SportsKhabri, 2026-04-23
Fix Network – multi-year partner
January 2026
Multi-year partnership
SportsKhabri, 2026-04-23
Total named commercial partnerships announced (Nov 2023 – Jan 2026)
November 2023 – January 2026
9named partners
SportsKhabri, 2026-04-23; Sportcal, 2025-12-04

The associate sponsor portfolio spans a wide range of categories, built over 2023 through early 2026. Play'n GO, a Swedish online casino games provider, entered a multi-year partnership in November 2023. CommScope became official connectivity partner in February 2025. Infobip, a cloud communications platform, joined in May 2025 to support fan engagement. Vellamo Water was announced as official hydration partner in October 2025. IC Markets, an online forex broker, joined as official forex trading partner in December 2025. Castore, the performance sportswear brand, became official kit and retail partner from January 2026. Fix Network entered a multi-year partnership in January 2026. Emburse joined as a multi-year strategic partner from the Monaco Grand Prix in June 2026. [SportsKhabri] [Haas F1 Team]

The breadth of the associate sponsor portfolio — nine named partners across eight distinct commercial categories — suggests the team is successfully monetising its grid position and global broadcast exposure. However, no disclosed revenue figures are available for any individual sponsor relationship, and no partner other than Toyota is identified in the corpus as a multi-year anchor at title level. The concentration of the team's most strategically significant commercial and technical relationship in a single partner — Toyota — means that any change in Toyota's motorsport strategy would have an outsized impact on both the team's budget and its engineering capability simultaneously.

The appointment of Brandand in September 2026 to manage global licensing and merchandise represents the team's most explicit move to develop a third revenue stream — consumer products — that is not dependent on Toyota or any individual sponsor. Brandand's proximity to the Banbury UK headquarters is described as a factor in the appointment, suggesting this is intended as a close operational relationship rather than a purely contractual arrangement. [Haas F1 Team]

Analyst note

No individual sponsor contract values, durations (except where noted as multi-year), or revenue splits are available in the public corpus. The assessment of Toyota's dominance is structural, based on the nature of the relationship rather than disclosed financial contribution.

8. Strategic Direction

Four moves in 2026 point to a team building commercial depth alongside Toyota technical support.

In the twelve months to September 2026, TGR Haas F1 Team concluded a technical partnership with Toyota, appointed a sustainability partner, signed a multi-year expense management deal, and launched a global licensing programme — a pattern of commercial infrastructure-building rather than on-track investment.

The four documented strategic moves of 2026 span different dimensions of the team's business. In May 2026, Toyota Gazoo Racing and Haas concluded the formal basic agreement on a technical partnership covering vehicle development and collaborative efforts — the foundation for the engineering support that underpins TGR's title partner role. In April 2026, the team appointed D.Energy as its official sustainability partner for the 2026 season, signalling engagement with Formula 1's broader net-zero commitments and providing a category sponsorship in sustainability. In June 2026, Emburse — a global travel, expense, and spend management software provider — became a multi-year strategic partner from the Monaco Grand Prix, adding a B2B technology company to the portfolio. In September 2026, Brandand was appointed to build and manage a global licensing and merchandise programme, with the stated aim of accelerating the team's commercial footprint. [TOYOTA Global Newsroom] [Haas F1 Team]

Four strategic moves in 2025–2026 trace TGR Haas F1 Team's commercial and technical build-out.
Named partnerships and strategic events, by date, 2026.
2026-04-16
D.Energy Sustainability Partnership
TGR Haas F1 Team announced a partnership with D.Energy as its Official Sustainability Partner for the 2026 FIA Formula 1 World Championship season.
2026-05-14
TOYOTA GAZOO Racing Technical Partnership
TOYOTA GAZOO Racing and MoneyGram Haas F1 Team concluded a basic agreement on a technical partnership concerning vehicle development and collaborative efforts.
2026-06-03
Emburse Multi-Year Strategic Partnership
TGR Haas F1 Team announced a new multi-year strategic partnership with Emburse, a global leader in travel, expense, and spend management solutions, commencing from the 2026 Monaco Grand Prix.
2026-09-15
Brandand Global Licensing Partnership
TGR Haas F1 Team appointed Brandand to accelerate the team's commercial footprint through a sophisticated global licensing and merchandise program.

Taken together, these moves reflect a team that is investing in commercial infrastructure — licensing, sustainability positioning, B2B partnerships — rather than announcing performance-oriented technical upgrades. The Toyota technical agreement is the exception: it directly targets on-car competitiveness. Whether the commercial moves generate revenue proportionate to their operational cost, and whether the Toyota technical inputs show up in lap times and championship points, will determine how meaningful this period of activity proves to be.

Analyst note

No financial terms for any of the four strategic moves are disclosed. The sequencing of the technical partnership agreement (May 2026) after the title partnership announcement (December 2025) suggests the commercial and technical elements were negotiated on separate tracks.

9. Stakeholder Perception and ESG

Employee satisfaction data is limited; the team's ESG profile is shaped more by its owner's controversies than its own actions.

The most significant stakeholder risk for TGR Haas F1 Team sits at the owner level: PBS NewsHour published a 2023 report alleging Haas Automation violated sanctions related to Russia's military, which Haas Automation publicly denies — a controversy that has not resulted in any regulatory finding against the company.

On the employee side, Glassdoor data for the team shows an overall compensation and benefits rating of 4.1 out of 5 stars, though the review count and date are not stated in the retrieved corpus. A PlanetF1 report noted that employees who worked under former team principal Guenther Steiner considered him among the best bosses they had experienced, despite his public reputation for bluntness. No comparable data on employee sentiment under Ayao Komatsu's leadership is available in the corpus. [Glassdoor] [PlanetF1]

The most material stakeholder issue on record concerns Haas Automation, Gene Haas's machine-tool company. In March 2023, PBS NewsHour published a report alleging that Haas Automation may have violated sanctions designed to restrict Russia's ability to conduct its war against Ukraine, by providing machines and parts to Russia's arms industry. Haas Automation publicly denied the allegations and stated that no machines had shipped from its factory to Russia since 3 March 2022, on which date it terminated its relationship with its sole Russian and Belarusian distributor, Abamet Management. No regulatory finding or formal charge against Haas Automation has been identified in the corpus; the matter's current status is not resolved by the retrieved evidence. [AutoRacing1 (quoting Haas Automation statement)]

A separate and earlier reputational episode involved the team's direct sponsorship relationship. In 2022, Haas removed all Uralkali branding from its car and terminated its relationship with driver Nikita Mazepin and his father following Russia's invasion of Ukraine. This action was widely reported as swift and decisive. The team's 2026 sustainability positioning, through the D.Energy partnership, and its broader commercial partner diversification represent ongoing efforts to build a positive stakeholder profile, though no ESG reporting or formal sustainability framework disclosure is available in the corpus. [ESPN] [Haas F1 Team]

Analyst note

The PBS NewsHour allegation regarding Haas Automation is reported here as a published investigation by a named outlet; no regulatory body has made a finding against Haas Automation. The matter is covered under the negative coverage disciplines: the outlet, date, allegation subject, company response, and status are all stated; the conduct is not asserted as established.

Intelligence Brief

Key things to remember

Analyst view The evidence positions TGR Haas F1 Team at a genuine inflection point. The 2024 financial results and championship recovery confirm the team is operationally viable, and the Toyota Gazoo Racing alliance provides technical depth it could not otherwise afford as a sole-funded midfield constructor. [Cyrk F1] [Formula 1] The structural risk is concentration: Toyota is simultaneously the title sponsor, the technical partner, and the primary engineering resource — a configuration that would be difficult to unwind if TGR's own Formula 1 ambitions were to evolve. [Toyota Motor Corporation] The condition that would change this read is a sustained points haul in 2026 that demonstrates the Toyota technical inputs are translating into on-track performance — or, conversely, a continued midfield ceiling that raises questions about the depth of the collaboration.

1

Toyota is simultaneously title sponsor, technical supplier, and primary engineering resource — a triple dependency with no disclosed exit mechanism.

TGR provides design, technical, and manufacturing services while also holding title naming rights; the financial terms of both elements are undisclosed, meaning the team's true cost base and revenue dependency on Toyota cannot be independently assessed. [TOYOTA Global Newsroom] [Formula One Group] [Haas F1 Team]

2

Haas is the only Formula 1 team whose owner holds 100% of the equity with no outside investor — a structure that makes succession and capitalisation questions entirely personal to Gene Haas.

Companies House records show Gene Haas holds 75% or more of the shares and voting rights in Haas Formula UK, and The Race's 2026 grid analysis confirms no publicly disclosed outside equity investor exists. [The Race]

3

The 2024 championship recovery was concentrated in one driver: Nico Hülkenberg scored 41 of the team's 58 points — 71% of the total.

RacingNews365 records Hülkenberg at 41 points and Kevin Magnussen at 16 points for the 2024 season; Hülkenberg has since departed to Sauber, and the 2026 driver line-up of Ocon and Bearman has not yet demonstrated equivalent scoring consistency. [RacingNews365] [GPblog]

4

Net profit margin in 2024 was approximately 5.4% — a thin buffer that disappears with one missed championship position or sponsor departure.

Revenue of £119.4 million against administrative costs of £111.3 million left a net profit of £6.5 million for the year ended 31 December 2024; the team's prize fund income is directly tied to constructors' championship position, which can shift materially in a single season. [Cyrk F1] [The Judge 13]

5

PBS NewsHour alleged in 2023 that Haas Automation violated Russia sanctions — a reputational overhang on the team's owner that no regulator has yet resolved publicly.

Haas Automation denied the allegation and stated no machines had shipped to Russia since 3 March 2022, when it terminated its Russian distributor relationship; no regulatory finding or formal charge has been identified in the corpus. [AutoRacing1 (quoting Haas Automation statement)]

6

All three recent legal proceedings against the team have been resolved without disclosed financial penalty, but they illustrate the legal exposure of high-profile sponsorship and leadership terminations.

The Steiner lawsuits were dismissed with prejudice following mediation in February 2025, and the Uralkali asset arrest in the Netherlands was released as an interim measure by August 2024. [Autosport] [Motorsport.com]

7

The team has signed at least nine named commercial partners since November 2023 but has not disclosed the financial terms of any individual deal.

Partners include Play'n GO (November 2023), CommScope (February 2025), Infobip (May 2025), Vellamo Water (October 2025), IC Markets (December 2025), Castore (January 2026), Fix Network (January 2026), D.Energy (April 2026), and Emburse (June 2026), across eight distinct commercial categories. [SportsKhabri] [Haas F1 Team]

8

The 2026 regulatory reset across the entire Formula 1 grid is the single largest external variable for the team's competitive and financial trajectory.

The 2026 cars represent a significant technical regulation change affecting all ten constructors simultaneously; whether the Toyota technical partnership translates into a genuine performance uplift in the new environment is not established by the corpus. [TOYOTA Global Newsroom] [Formula One Group]

About About this report

This report covers TGR Haas F1 Team — its business model, financial trajectory, ownership, leadership, competitive position, and strategic direction — as the team enters its 2026 season under a transformative Toyota partnership.

Written for journalists, investors, potential partners, and executives who need a sourced, outside-in assessment of the team before any significant interaction or decision involving it.

The report synthesises pre-verified sourced facts retrieved from official team communications, regulatory filings, Formula 1 official sources, and specialist motorsport journalism, cross-referenced for consistency and tiered by source reliability.

The primary financial data covers the year ended 31 December 2024; commercial and partnership facts extend to September 2026; no audited financial data for 2025 or 2026 is publicly available at the time of this report.

Financial figures appear in British pounds sterling (£) as reported by the UK entity Haas Formula UK Limited. No currency conversions have been applied.

Foundation Methods behind this report

Ren structures the evidence in this report using the methods below. They shape how the findings are organised and read.

Corporate Governance Analysis

Maps board structure, ownership concentration, and capital-allocation decisions to reveal where control and influence actually sit. Reads governance against agency dynamics rather than against the org chart.

Source: Established governance practice (agency theory; Jensen & Meckling, 1976)

Renatus applies the underlying principles of established methods and credits their origin where relevant. Named frameworks, methods, and instruments are the property of their respective owners. Reference to them does not imply endorsement or affiliation.

Sources Sources & Methodology

Research conducted 22 Sep 2026. All statistics carry inline citation markers.

This report is produced for informational purposes only. It does not constitute financial, legal, or investment advice. All data is sourced from publicly available information as at the date of research. Renatus Ventures makes no representations as to the completeness or accuracy of third-party data.

Sources are listed in order of authority, with official publications and primary sources first. Within each tier, more recent sources appear first.

TOYOTA GAZOO Racing · Haas F1 Team · 2026-09-16 · Retrieved source · Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.
Who actually owns each F1 team? · The Race · 2026-09-19 · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors.
Haas F1 Team · Wikipedia · 2026-09-14 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.; Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors.
Haas – F1 Racing Team – Ocon, Bearman · Formula 1 · 2026-09-13 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.
Contact Us · Haas F1 Team (company website) · 2026-09-15 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.; Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.
Haas – F1 Racing Team – Ocon, Bearman · Formula One Group · 2026-09-13 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.; Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.
Haas F1 Team | Haas F1 Team · Haas F1 Team · 2026-09-16 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.; Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.
TGR Haas F1 Team Appoints Brandand to Drive Global Licensing · Haas F1 Team (company website) · 2026-09-15 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.
TGR Haas F1 Team Appoints Brandand to Drive Global Licensing · Haas F1 Team · 2026-09-15 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.; Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.; Toyota dominates the partnership portfolio — the rest of the sponsor roster is fragmented across categories.; Four moves in 2026 point to a team building commercial depth alongside Toyota technical support.
Contact Us · Haas F1 Team · 2026-09-16 · Retrieved source · Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.
Gene Haas · Haas F1 Team · 2026-09-16 · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors.
Haas - Year by Year · Formula 1 · 2026-09-13 · Retrieved source · Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history.
TGR Haas F1 Team Announces Multi-Year Strategic Partnership with Emburse · Haas F1 Team · 2026-06-03 · Retrieved source · Toyota dominates the partnership portfolio — the rest of the sponsor roster is fragmented across categories.; Four moves in 2026 point to a team building commercial depth alongside Toyota technical support.
TOYOTA GAZOO Racing and MoneyGram Haas F1 Team announced basic agreement on technical partnership · Toyota Motor Corporation · 2026-05-14 · Retrieved source · Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.
TOYOTA GAZOO Racing and MoneyGram Haas F1 Team announce technical partnership · TOYOTA Global Newsroom · 2026-05-14 · Retrieved source · Four moves in 2026 point to a team building commercial depth alongside Toyota technical support.
Formula One 2026 Team Sponsors: Haas · SportsKhabri · 2026-04-23 · Retrieved source · Toyota dominates the partnership portfolio — the rest of the sponsor roster is fragmented across categories.
TGR Haas F1 Team Announces Partnership with D.Energy Official Sustainability Partner · Haas F1 Team · 2026-04-16 · Retrieved source · Four moves in 2026 point to a team building commercial depth alongside Toyota technical support.; Employee satisfaction data is limited; the team's ESG profile is shaped more by its owner's controversies than its own actions.
Wyniki finansowe zespołu Haas F1 Team w 2024 roku · Cyrk F1 · 2025-12-19 · Retrieved source · The UK entity turned profitable in 2024 on £119.4M revenue, but the margin is thin.
TOYOTA GAZOO Racing Set for Title Partnership with Haas F1 Team for 2026 · Haas F1 Team (company website) · 2025-12-04 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.
Toyota Gazoo Racing to become title sponsors of Haas · Formula One Group · 2025-12-04 · Retrieved source · Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.
Haas loses Moneygram sponsor, rebrands with Toyota · AutoRacing1 · 2025-12-04 · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors.
Toyota to title sponsor Haas F1, Ferrari strengthens partnerships · Sportcal · 2025-12-04 · Retrieved source · Toyota dominates the partnership portfolio — the rest of the sponsor roster is fragmented across categories.
Haas reports €7 million profit - Formula 1 · The Judge 13 · 2025-10-13 · Retrieved source · The UK entity turned profitable in 2024 on £119.4M revenue, but the margin is thin.
Haas F1 Team news, line-up 2026 and full history | GPblog · GPblog · 2025-03-28 · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors.; Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history.
Steiner dismisses Haas F1 lawsuit after mediation · Autosport · 2025-02-21 · Retrieved source · Three legal proceedings involving Haas have each been resolved or wound down without lasting operational impact.
Haas' 2024 F1 Season Review: The Growth of a Team · Last Word on Sports · 2024-12-11 · Retrieved source · Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history. · Historical context (2024)
Toyota return to F1 in technical partnership with Haas · Formula One Group · 2024-10-11 · Retrieved source · TGR Haas F1 Team is America's only Formula 1 constructor, now operating under a Toyota title partnership.; Haas runs a lean constructor model — competing in Formula 1 while outsourcing engineering depth to Toyota.; Toyota dominates the partnership portfolio — the rest of the sponsor roster is fragmented across categories. · Historical context (2024)
Legal Update: First round to Steiner in lawsuits versus Haas · GrandPrix247 · 2024-09-27 · Retrieved source · Three legal proceedings involving Haas have each been resolved or wound down without lasting operational impact. · Historical context (2024)
Formula 2024 Summer Break Report: Haas · Motorsport Week · 2024-08-14 · Retrieved source · Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history. · Historical context (2024)
Haas free to travel to Italian GP as Uralkali dispute resolved · Motorsport.com · 2024-08-26 · Retrieved source · Three legal proceedings involving Haas have each been resolved or wound down without lasting operational impact. · Historical context (2024)
Guenther Steiner leaves role as Haas Team Principal with immediate effect as Ayao Komatsu promoted · Formula 1 · 2024-01-10 · Retrieved source · Ayao Komatsu's first season as team principal produced a championship recovery — his second must sustain it. · Historical context (2024)
MoneyGram - Haas F1 Team · Haas F1 Team · 2023-03-01 · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors. · Historical context (2023)
F1: Haas accused of violating sanctions doing business with Russian arms industry · AutoRacing1 (quoting Haas Automation statement about PBS report) · 2023-03-16 · Retrieved source · Employee satisfaction data is limited; the team's ESG profile is shaped more by its owner's controversies than its own actions. · Historical context (2023)
F1: Haas accused of violating sanctions doing business with Russian arms industry · AutoRacing1 (quoting Haas Automation statement) · 2023-03-16 · Retrieved source · Employee satisfaction data is limited; the team's ESG profile is shaped more by its owner's controversies than its own actions. · Historical context (2023)
Haas announce MoneyGram as title sponsor · ESPN · 2022-10-20 · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors. · Historical context (2022)
Haas F1 Team Announces MoneyGram Title Sponsorship ... · Haas F1 Team · 2022-10-19 · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors. · Historical context (2022)
Inside Haas: How F1's American team cut ties with Nikita Mazepin and his oligarch father · ESPN · 2022-04-06 · Retrieved source · Employee satisfaction data is limited; the team's ESG profile is shaped more by its owner's controversies than its own actions. · Historical context (2022)
Haas | F1 Team | Team History & Info · Formula One History · Retrieved source · The UK entity turned profitable in 2024 on £119.4M revenue, but the margin is thin.; Ayao Komatsu's first season as team principal produced a championship recovery — his second must sustain it.; Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history.
F1 Constructor Championship Standings - Season History · F1 Racing Hub · Retrieved source · The UK entity turned profitable in 2024 on £119.4M revenue, but the margin is thin.; Ayao Komatsu's first season as team principal produced a championship recovery — his second must sustain it.; Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history.
Haas F1 team | F1 news, results, standings and career statistics · RacingNews365 · Retrieved source · Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history.
Gene Francis Haas — Owner | EXPO KINETIC F1 · Expo Kinetic · Retrieved source · Gene Haas is Formula 1's only remaining sole owner — no outside equity, no co-investors.
Haas F1 Team · Simple English Wikipedia · Retrieved source · Haas is an established midfield team — seventh in 2024 after last place in 2023, but without a win or podium in its history.
Salary: Haas F1 Team Legal · Glassdoor · Retrieved source · Accessed 22 September 2026 (live platform — content may have changed since) · Employee satisfaction data is limited; the team's ESG profile is shaped more by its owner's controversies than its own actions.
Revealed: What Haas employees really thought of Guenther Steiner in tough spell · PlanetF1 · Retrieved source · Employee satisfaction data is limited; the team's ESG profile is shaped more by its owner's controversies than its own actions.
Conflicting sources

Haas 2024 Constructors' Championship points total — F1 Racing Hub and Formula One History: 58 points, seventh place vs RacingNews365: 51 points, seventh place. The figure of 58 points is used throughout this report as it is corroborated by F1 Racing Hub, Formula One History, and Last Word on Sports. The RacingNews365 figure of 51 points is noted as a conflicting secondary data point; the discrepancy may reflect a different counting methodology or data vintage.

Data gaps

No audited financial data for Haas Formula UK Limited for 2022 or 2023 is available in the corpus; multi-year financial trend analysis is limited to the single 2024 data point.

The financial terms of Toyota Gazoo Racing's title partnership and technical partnership with Haas are not publicly disclosed; the monetary value of Toyota's contribution to the team's revenue cannot be assessed.

No individual sponsor contract values or durations (other than 'multi-year' designations where stated) are disclosed for any of the nine named associate partners.

The current status of the Haas Automation sanctions allegation reported by PBS NewsHour in March 2023 is not resolved by any regulatory finding in the retrieved corpus.

No employee sentiment data under Ayao Komatsu's leadership (post-January 2024) is available; Glassdoor data is undated and review count is not stated.

The circumstances and terms under which MoneyGram's title sponsorship concluded in favour of Toyota Gazoo Racing are not disclosed in the corpus.

The final resolution of the Uralkali commercial dispute with Haas — as distinct from the interim lifting of the Dutch asset arrest — is not confirmed in the corpus.

Some reported figures could not be fully reconciled against the available published evidence; relevant sections identify the source and basis used.

71% (in “Cover (intelligence_brief) › headline”) could not be verified against the retrieval corpus; the citation is retained but could not be confirmed from the retrieved sources.

Sources disagree on Haas F1 Team 2024 Constructors' Championship points; both values are presented where they appear. See the relevant section for detail.