- Haas F1 announces a first-of-its-kind season-long partnership with TOHO.
- In doing so, they aim to bring an iconic character into the Formula 1 arena.
- The collaboration launches with a special livery for the Japanese Grand Prix.
- Haas builds momentum on track and is now aiming to grow its wider reach.
The TGR Haas F1 Team will bring Godzilla onto the Formula 1 grid for the first time at the 2026 Japanese Grand Prix, after announcing a season-long partnership with TOHO Co., Ltd., the studio behind the famous monster franchise.
The collaboration will debut between March 27 and 29 at Suzuka, with a special-edition car livery inspired by Godzilla. The team will first unveil the design on March 24 at Tokyo Midtown Hibiya, before placing the car on public display at Haneda Airport Terminal 2 from March 25 to March 30.
The deal marks the first time Haas has partnered with a major entertainment brand, and it signals a broader push to connect Formula 1 with global pop culture audiences. Team officials said the partnership will include branding, digital content, merchandise, and fan events across the full 2026 season.
A groundbreaking collaboration is born
The agreement between Haas and TOHO goes beyond a single race weekend. Both sides plan activations across multiple events, including a major presence at the United States Grand Prix in October.
For Haas, the move reflects a clear shift in strategy. The team wants to grow its identity beyond racing results and tap into a wider audience. By pairing with one of Japan’s most recognisable icons, Haas aims to reach fans who may not usually follow Formula 1.
The rollout in Tokyo sets the tone. The unveiling in the city centre will bring together motorsport fans and movie fans, while the airport display ensures thousands of travellers can see the car up close.
The U.S. Grand Prix connection and “Godzilla Minus Zero”
The partnership will continue later in the year at the United States Grand Prix, scheduled for Oct. 23 to 25 in Austin. That timing aligns with the North American release of Godzilla Minus Zero on Nov. 6.
Haas team principal Ayao Komatsu called the deal a major step for the team’s growth.
“This is truly an extraordinary opportunity to showcase our brand to new audiences, and it’s a first for both TGR Haas F1 Team and TOHO,” Komatsu said via the team’s official website. “It’s an honour to bring a global icon such as Godzilla to this sport and activate across an important year for the franchise. We want our fanbases to combine and celebrate with us, as there will be lots to engage with this season.”
From TOHO’s side, Chief Godzilla Officer Keiji Ota said the character’s image fits the team’s mindset. He described Godzilla as a symbol of strength and persistence, traits he believes match Haas’ push to compete at a higher level.
“Godzilla has come to represent indomitable power and resilience, a spirit that deeply resonates with the TGR Haas F1 Team’s determination to constantly break through barriers,” he said. “Through this collaboration, get ready for Godzilla to rampage on the world’s fastest stage! We promise to bring an unprecedented experience that will excite fans of both Godzilla and the TGR Haas F1 Team all around the world.”
The Austin race will act as a bridge between sport and cinema. It gives TOHO a global stage just weeks before the film’s U.S. debut.
Godzilla’s cultural legacy and its fit with F1
Godzilla first appeared in 1954 and has since become one of Japan’s most enduring cultural symbols. The franchise includes 30+ films and decades of merchandise, with a strong presence in Tokyo, including a large Godzilla head overlooking Shinjuku.
The character often shifts between destroyer and protector. That mix of power and purpose mirrors the image Haas wants to project as it competes against larger teams.
Formula 1 has seen film tie-ins before, such as Red Bull’s work with Star Wars and Alpine’s recent link with Deadpool & Wolverine. Haas’s agreement stands out because it runs through the full season and leans on a single, globally known character.
The timing also matches Haas’s strong start to the 2026 season. The team sits fourth in the constructors’ standings after two races, with driver Oliver Bearman scoring seventh in Melbourne and fifth in China. He leads teammate Esteban Ocon across both qualifying and race results.
Ayao Komatsu said the early results show the value of a reliable car under new rules. That steady form, paired with the high-profile Godzilla livery, puts Haas in a rare spotlight heading into Suzuka.
As the cars line up in Japan later this month, the team will carry more than a new paint scheme. It will carry a symbol known far beyond racing, onto one of Formula 1’s biggest stages.
