As Components 1 continues to evolve past pure motorsport into a world enterprise, know-how and sustainability platform, partnerships are more and more outlined by performance moderately than mere branding. Vellamo Water’s multi-year cope with TGR Haas F1 Group positions the Finnish premium water model on the intersection of efficiency, innovation, and environmental accountability.
We sat down with Teemu Oksa, President & CEO of Vellamo Group, to debate why TGR Haas F1 Group 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 Group
Daniel Horvath: Vellamo enters the game because the Official Hydration Associate of TGR Haas F1 Group. From a enterprise perspective, what made F1 – and Haas particularly – the suitable platform to your international growth technique?
Teemu Oksa: The vital issue for us is that this strongly ties into the worldwide hospitality part of our enterprise, which is among the core points of what we do on a world scale. We felt that the platform actually helps our development technique internationally.
For us, the worth chain of the TGR Haas F1 Group aligns with what we’re on the lookout for as a model: recognition, validation, and visibility in giant international markets the place we intention to broaden. As one of many fastest-growing premium water manufacturers in our class, partnering with an F1 staff felt like a pure step.
“Partnering with an F1 staff felt like a pure step.”
At TGR Haas F1 Group, particularly, we sensed a real household ambiance. We felt very a lot at house with the staff, 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 Group?
DH: Did you communicate with different Components 1 groups earlier than selecting TGR Haas F1 Group?
TO: Sure, after all. We had discussions with just a few groups, however with TGR Haas F1 Group, we felt most at house by way of 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 Group is presently present process a big transformation, together with an expanded collaboration with Toyota. Did becoming a member of a staff on this section affect your method in comparison with partnering with an already dominant staff?
TO: Completely, and that was one of many causes we noticed super worth on this partnership. The route TGR Haas F1 Group is shifting in represents a serious alternative for us as properly.
We’re competing towards a number of the largest corporations 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 Group’s mentality within the sport.
We noticed a really robust alignment in mindset and ambition between our firm and the staff, which made this collaboration really feel cohesive and pure.
Unlocking World Markets
DH: Which markets does this partnership enable you unlock, and the way does it assist 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 lately, now we have begun increasing into different key areas, together with Southeast Asia, the Center East, and Europe, which we see as main development areas over the following 12 to 24 months.
Being current at race weekends in these markets, activating with the staff, and having international visibility by means of the championship instantly assist our growth technique. We presently function in 13 nations and intention to considerably broaden our footprint throughout key international markets within the coming years.
Measuring ROI in Components 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 emblem on a automotive – we’re the Official Hydration Associate of the staff, and that has actual which means.
Our precedence was to make sure that Vellamo offers tangible worth to the staff by way of hydration, efficiency, and restoration. That purposeful function differentiates us from many conventional model partnerships in motorsports, notably within the beverage area.
“We aren’t only a emblem on a automotive.”
We needed to spotlight that we’re offering pure, pure hydration in its most genuine type – water in its pure state, enriched with electrolytes from its supply. That purposeful 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 conversant in the science behind premium mineral water, what differentiates Vellamo from opponents?
TO: We even have two product traces: a spring water and a pure mineral water.
The mineral water is the place the true purposeful distinction lies. It comprises pure electrolytes, has a barely increased pH, and comes instantly 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 basically completely different: pure, pure hydration in its most important type. Water is the essence of life – everybody wants it.
What we offer is solely an enhanced model of that, due to the distinctive mineral composition of our supply, which helps hydration in a really pure and efficient means. On the similar time, this aligns with broader sustainability objectives which might be additionally changing into more and more vital on this sport.
Sustainability and 2026 Innovation
DH: You’ve gotten talked about new packaging improvements deliberate for 2026. How does this align with the TGR Haas F1 Group’s sustainability goals?
TO: It is a essential space for us. We’ve got 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 serious international packaging supplies firm to introduce a totally new, revolutionary packaging resolution. This platform – TGR Haas F1 Group – is extremely priceless for us in the case of launching one thing actually distinctive on a world stage.
So, there shall be way more to share on this entrance in 2026.
Wanting Forward
DH: Wanting past this season, may this partnership evolve into broader collaboration, for instance, in product improvement or fan engagement?
TO: We already work very carefully with the staff and are eager to grasp their wants and collect steady suggestions.
“I really consider the sky is the restrict right here.”
I really consider 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 means.
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.
