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As Formulation 1 continues to evolve past pure motorsport into a world enterprise, know-how and sustainability platform, partnerships are more and more outlined by performance slightly than mere branding. Vellamo Water’s multi-year take care of TGR Haas F1 Workforce 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 Workforce 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 Workforce
Daniel Horvath: Vellamo enters the game because the Official Hydration Accomplice of TGR Haas F1 Workforce. From a enterprise perspective, what made F1 – and Haas particularly – the precise platform in your international enlargement technique?
Teemu Oksa: The essential issue for us is that this strongly ties into the worldwide hospitality part of our enterprise, which is likely one of the core features 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 Workforce aligns with what we’re in search of as a model: recognition, validation, and visibility in massive international markets the place we goal to increase. 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 Workforce, specifically, we sensed a real household environment. We felt very a lot at dwelling 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 Workforce?
DH: Did you converse with different Formulation 1 groups earlier than selecting TGR Haas F1 Workforce?
TO: Sure, after all. We had discussions with just a few groups, however with TGR Haas F1 Workforce, we felt most at dwelling 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 Workforce is at present 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 great worth on this partnership. The route TGR Haas F1 Workforce is transferring in represents a serious alternative for us as properly.
We’re competing in opposition to a number of the largest firms on the 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 Workforce’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 make it easier 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 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 subsequent 12 to 24 months.
Being current at race weekends in these markets, activating with the staff, and having international visibility by way of the championship instantly help our enlargement technique. We at present function in 13 nations and goal to considerably increase our footprint throughout key international 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 emblem on a automotive – we’re the Official Hydration Accomplice of the staff, and that has actual that means.
Our precedence was to make sure that Vellamo offers tangible worth to the staff by way of hydration, efficiency, and restoration. That practical function differentiates us from many conventional model partnerships in motorsports, notably within the beverage house.
“We aren’t only a emblem on a automotive.”
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 practical positioning is a key measure of our success, alongside conventional industrial and model visibility metrics.
The Science Behind Premium Hydration
DH: For readers who might not be acquainted with the science behind premium mineral water, what differentiates Vellamo from rivals?
TO: We even have two product traces: a spring water and a pure mineral water.
The mineral water is the place the true practical distinction lies. It incorporates pure electrolytes, has a barely greater 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 totally different: pure, pure hydration in its most important kind. Water is the essence of life – everybody wants it.
What we offer is just an enhanced model of that, due to the distinctive mineral composition of our supply, which helps hydration in a really pure and efficient approach. On the similar time, this aligns with broader sustainability objectives which might be additionally changing into more and more essential on this sport.
Sustainability and 2026 Innovation
DH: You’ve got talked about new packaging improvements deliberate for 2026. How does this align with the TGR Haas F1 Workforce’s sustainability targets?
TO: It is a essential space for us. We now have some thrilling new packaging supplies coming in 2026, although I can’t but disclose all the small print.
We’re working in shut collaboration with a serious international packaging supplies firm to introduce a very new, revolutionary packaging resolution. This platform – TGR Haas F1 Workforce – is extremely beneficial for us in terms of launching one thing actually distinctive on a world stage.
So, there will probably 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 staff 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 potentialities in a cohesive approach.
The door could be very a lot open in each instructions, and we’re excited to see the place this collaboration can go sooner or later.
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