As Formulation 1 continues to evolve past pure motorsport into a world enterprise, expertise and sustainability platform, partnerships are more and more outlined by performance somewhat than mere branding. Vellamo Water’s multi-year cope with TGR Haas F1 Crew positions the Finnish premium water model on the intersection of efficiency, innovation, and environmental duty.
We sat down with Teemu Oksa, President & CEO of Vellamo Group, to debate why TGR Haas F1 Crew made sense for the model, how they measure success, and what lies forward for his or her product and sustainability technique.
On Coming into a Partnership with TGR Haas F1 Crew
Daniel Horvath: Vellamo enters the game because the Official Hydration Associate of TGR Haas F1 Crew. From a enterprise perspective, what made F1 – and Haas particularly – the precise platform on your world growth technique?
Teemu Oksa: The necessary issue for us is that this strongly ties into the worldwide hospitality part of our enterprise, which is likely one of the core elements of what we do on a world scale. We felt that the platform actually helps our progress technique internationally.
For us, the worth chain of the TGR Haas F1 Crew aligns with what we’re on the lookout for as a model: recognition, validation, and visibility in giant world markets the place we purpose to develop. As one of many fastest-growing premium water manufacturers in our class, partnering with an F1 group felt like a pure step.
“Partnering with an F1 group felt like a pure step.”
At TGR Haas F1 Crew, particularly, we sensed a real household ambiance. We felt very a lot at dwelling with the group, their tradition, and their route. The partnership felt real and reciprocal, and we’re very enthusiastic about what lies forward, particularly as we glance towards the 2026 season and past.
Why TGR Haas F1 Crew?
DH: Did you converse with different Formulation 1 groups earlier than selecting TGR Haas F1 Crew?
TO: Sure, in fact. We had discussions with a couple of groups, however with TGR Haas F1 Crew, we felt most at dwelling when it comes to their imaginative and prescient, their construction, and the place they’re heading.
We actually believed that this partnership would work each methods, not simply commercially however strategically as properly. That was a decisive issue for us.
Shared Underdog Mentality
DH: TGR Haas F1 Crew is at the moment present process a big transformation, together with an expanded collaboration with Toyota. Did becoming a member of a group on this part affect your method in comparison with partnering with an already dominant group?
TO: Completely, and that was one of many causes we noticed super worth on this partnership. The route TGR Haas F1 Crew is transferring in represents a significant alternative for us as properly.
We’re competing in opposition to a few of the largest firms on this planet each single day. From a market perspective, we’re considerably of an underdog, however we’re competing very successfully. In some ways, that mirrors the TGR Haas F1 Crew’s mentality within the sport.
We noticed a really robust alignment in mindset and ambition between our firm and the group, which made this collaboration really feel cohesive and pure.
Unlocking World Markets
DH: Which markets does this partnership provide help to unlock, and the way does it help your long-term enterprise objectives?
TO: As a Finnish model, our heritage is deeply rooted in Finland, however our core market base has traditionally been North America – primarily the US and Canada.
Extra just lately, we’ve begun increasing into different key areas, together with Southeast Asia, the Center East, and Europe, which we see as main progress areas over the following 12 to 24 months.
Being current at race weekends in these markets, activating with the group, and having world visibility by way of the championship immediately help our growth technique. We at the moment function in 13 nations and purpose to considerably develop our footprint throughout key world markets within the coming years.
Measuring ROI in Formulation 1
DH: From a CEO’s perspective, how do you consider ROI in motorsports? What are the important thing indicators you monitor?
TO: For us, an important issue was the performance of the partnership. We aren’t only a brand on a automobile – we’re the Official Hydration Associate of the group, and that has actual that means.
Our precedence was to make sure that Vellamo gives tangible worth to the group when it comes to hydration, efficiency, and restoration. That useful function differentiates us from many conventional model partnerships in motorsports, notably within the beverage area.
“We aren’t only a brand on a automobile.”
We wished to focus on that we’re offering pure, pure hydration in its most genuine kind – water in its pure state, enriched with electrolytes from its supply. That useful positioning is a key measure of our success, alongside conventional business and model visibility metrics.
The Science Behind Premium Hydration
DH: For readers who might not be accustomed to the science behind premium mineral water, what differentiates Vellamo from rivals?
TO: We even have two product strains: a spring water and a pure mineral water.
The mineral water is the place the actual useful distinction lies. It incorporates pure electrolytes, has a barely larger pH, and comes immediately from its pure supply with out synthetic processing.
In a sports activities surroundings the place you see many vitality drinks and engineered drinks, we provide one thing essentially completely different: pure, pure hydration in its most important kind. Water is the essence of life – everybody wants it.
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What we offer is solely an enhanced model of that, because of the distinctive mineral composition of our supply, which helps hydration in a really pure and efficient manner. On the similar time, this aligns with broader sustainability objectives which can be additionally changing into more and more necessary on this sport.
Sustainability and 2026 Innovation
DH: You’ve talked about new packaging improvements deliberate for 2026. How does this align with the TGR Haas F1 Crew’s sustainability aims?
TO: It is a crucial space for us. We’ve some thrilling new packaging supplies coming in 2026, although I can’t but disclose all the main points.
We’re working in shut collaboration with a significant world packaging supplies firm to introduce a very new, revolutionary packaging answer. This platform – TGR Haas F1 Crew – is extremely helpful for us in terms of launching one thing actually distinctive on a world stage.
So, there will likely be way more to share on this entrance in 2026.
Wanting Forward
DH: Wanting past this season, might this partnership evolve into broader collaboration, for instance, in product improvement or fan engagement?
TO: We already work very intently with the group and are eager to grasp their wants and collect steady suggestions.
“I actually imagine the sky is the restrict right here.”
I actually imagine the sky is the restrict right here. That’s the great thing about this partnership: two manufacturers working collectively, studying from one another, and exploring prospects in a cohesive manner.
The door may be very a lot open in each instructions, and we’re excited to see the place this collaboration can go sooner or later.
