As Formula 1 continues to evolve beyond pure motorsport into a global business, technology and sustainability platform, partnerships are increasingly defined by functionality rather than mere branding. Vellamo Water’s multi-year deal with TGR Haas F1 Team positions the Finnish premium water brand at the intersection of performance, innovation, and environmental responsibility.
We sat down with Teemu Oksa, President & CEO of Vellamo Group, to discuss why TGR Haas F1 Team made sense for the brand, how they measure success, and what lies ahead for their product and sustainability strategy.
On Entering a Partnership with TGR Haas F1 Team
Daniel Horvath: Vellamo enters the sport as the Official Hydration Partner of TGR Haas F1 Team. From a business perspective, what made F1 – and Haas specifically – the right platform for your global expansion strategy?
Teemu Oksa: The important factor for us is that this strongly ties into the global hospitality component of our business, which is one of the core aspects of what we do on a global scale. We felt that the platform really supports our growth strategy internationally.
For us, the value chain of the TGR Haas F1 Team aligns with what we are looking for as a brand: recognition, validation, and visibility in large global markets where we aim to expand. As one of the fastest-growing premium water brands in our category, partnering with an F1 team felt like a natural step.
“Partnering with an F1 team felt like a natural step.”
At TGR Haas F1 Team, in particular, we sensed a genuine family atmosphere. We felt very much at home with the team, their culture, and their direction. The partnership felt genuine and reciprocal, and we are very excited about what lies ahead, especially as we look toward the 2026 season and beyond.
Why TGR Haas F1 Team?
DH: Did you speak with other Formula 1 teams before choosing TGR Haas F1 Team?
TO: Yes, of course. We had discussions with a few teams, but with TGR Haas F1 Team, we felt most at home in terms of their vision, their structure, and where they are heading.
We truly believed that this partnership would work both ways, not just commercially but strategically as well. That was a decisive factor for us.
Shared Underdog Mentality
DH: TGR Haas F1 Team is currently undergoing a significant transformation, including an expanded collaboration with Toyota. Did joining a team in this phase influence your approach compared to partnering with an already dominant team?
TO: Absolutely, and that was one of the reasons we saw tremendous value in this partnership. The direction TGR Haas F1 Team is moving in represents a major opportunity for us as well.
We are competing against some of the largest companies in the world every single day. From a market perspective, we are somewhat of an underdog, but we are competing very effectively. In many ways, that mirrors the TGR Haas F1 Team’s mentality in the sport.
We saw a very strong alignment in mindset and ambition between our company and the team, which made this collaboration feel cohesive and natural.
Unlocking Global Markets
DH: Which markets does this partnership help you unlock, and how does it support your long-term business goals?
TO: As a Finnish brand, our heritage is deeply rooted in Finland, but our core market base has historically been North America – primarily the United States and Canada.
More recently, we have begun expanding into other key regions, including Southeast Asia, the Middle East, and Europe, which we see as major growth areas over the next 12 to 24 months.
Being present at race weekends in these markets, activating with the team, and having global visibility through the championship directly support our expansion strategy. We currently operate in 13 countries and aim to significantly expand our footprint across key global markets in the coming years.
Measuring ROI in Formula 1
DH: From a CEO’s perspective, how do you evaluate ROI in motorsports? What are the key indicators you monitor?
TO: For us, the most important factor was the functionality of the partnership. We are not just a logo on a car – we are the Official Hydration Partner of the team, and that has real meaning.
Our priority was to ensure that Vellamo provides tangible value to the team in terms of hydration, performance, and recovery. That functional role differentiates us from many traditional brand partnerships in motorsports, particularly in the beverage space.
“We are not just a logo on a car.”
We wanted to highlight that we are providing natural, pure hydration in its most authentic form – water in its natural state, enriched with electrolytes from its source. That functional positioning is a key measure of our success, alongside traditional commercial and brand visibility metrics.
The Science Behind Premium Hydration
DH: For readers who may not be familiar with the science behind premium mineral water, what differentiates Vellamo from competitors?
TO: We actually have two product lines: a spring water and a natural mineral water.
The mineral water is where the real functional difference lies. It contains natural electrolytes, has a slightly higher pH, and comes directly from its natural source without artificial processing.
In a sports environment where you see many energy drinks and engineered beverages, we offer something fundamentally different: pure, natural hydration in its most essential form. Water is the essence of life – everyone needs it.
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What we provide is simply an enhanced version of that, thanks to the unique mineral composition of our source, which supports hydration in a very natural and effective way. At the same time, this aligns with broader sustainability goals that are also becoming increasingly important in this sport.
Sustainability and 2026 Innovation
DH: You have mentioned new packaging innovations planned for 2026. How does this align with the TGR Haas F1 Team’s sustainability objectives?
TO: This is a very important area for us. We have some exciting new packaging materials coming in 2026, though I can’t yet disclose all the details.
We are working in close collaboration with a major global packaging materials company to introduce a completely new, revolutionary packaging solution. This platform – TGR Haas F1 Team – is incredibly valuable for us when it comes to launching something truly unique on a global stage.
So, there will be much more to share on this front in 2026.
Looking Ahead
DH: Looking beyond this season, could this partnership evolve into broader collaboration, for example, in product development or fan engagement?
TO: We already work very closely with the team and are keen to understand their needs and gather continuous feedback.
“I truly believe the sky is the limit here.”
I truly believe the sky is the limit here. That is the beauty of this partnership: two brands working together, learning from each other, and exploring possibilities in a cohesive way.
The door is very much open in both directions, and we are excited to see where this collaboration can go in the future.