As Components 1 continues to evolve past pure motorsport into a worldwide enterprise, expertise and sustainability platform, partnerships are more and more outlined by performance somewhat 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 duty.
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 Companion of TGR Haas F1 Workforce. From a enterprise perspective, what made F1 – and Haas particularly – the suitable platform on your international enlargement technique?
Teemu Oksa: The vital issue for us is that this strongly ties into the worldwide hospitality element of our enterprise, which is without doubt one of the core elements of what we do on a worldwide 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 on the lookout for as a model: recognition, validation, and visibility in giant international markets the place we goal to develop. As one of many fastest-growing premium water manufacturers in our class, partnering with an F1 crew felt like a pure step.
“Partnering with an F1 crew felt like a pure step.”
At TGR Haas F1 Workforce, specifically, we sensed a real household ambiance. We felt very a lot at dwelling with the crew, their tradition, and their path. 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 Components 1 groups earlier than selecting TGR Haas F1 Workforce?
TO: Sure, in fact. We had discussions with a number of 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 really believed that this partnership would work each methods, not simply commercially however strategically as nicely. That was a decisive issue for us.
Shared Underdog Mentality
DH: TGR Haas F1 Workforce is at present present process a major transformation, together with an expanded collaboration with Toyota. Did becoming a member of a crew on this section affect your strategy in comparison with partnering with an already dominant crew?
TO: Completely, and that was one of many causes we noticed great worth on this partnership. The path TGR Haas F1 Workforce is shifting in represents a serious alternative for us as nicely.
We’re competing in opposition to a number 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 Workforce’s mentality within the sport.
We noticed a really robust alignment in mindset and ambition between our firm and the crew, which made this collaboration really feel cohesive and pure.
Unlocking World Markets
DH: Which markets does this partnership assist you to unlock, and the way does it assist your long-term enterprise targets?
TO: As a Finnish model, our heritage is deeply rooted in Finland, however our core market base has traditionally been North America – primarily america and Canada.
Extra lately, we have now 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 crew, and having international visibility via the championship immediately assist our enlargement technique. We at present function in 13 international locations and goal to considerably develop 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 brand on a automotive – we’re the Official Hydration Companion of the crew, and that has actual that means.
Our precedence was to make sure that Vellamo gives tangible worth to the crew by way of hydration, efficiency, and restoration. That useful position differentiates us from many conventional model partnerships in motorsports, notably within the beverage house.
“We aren’t only a brand 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 useful positioning is a key measure of our success, alongside conventional industrial and model visibility metrics.
The Science Behind Premium Hydration
DH: For readers who will not be acquainted with the science behind premium mineral water, what differentiates Vellamo from opponents?
TO: We even have two product strains: a spring water and a pure mineral water.
The mineral water is the place the true useful distinction lies. It incorporates pure electrolytes, has a barely greater 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 method. On the identical time, this aligns with broader sustainability targets which can be additionally turning into more and more vital 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 Workforce’s sustainability aims?
TO: It is a essential space for us. Now we have 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 very new, revolutionary packaging answer. This platform – TGR Haas F1 Workforce – is extremely helpful for us in terms of launching one thing really distinctive on a worldwide stage.
So, there will probably be far 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 intently with the crew and are eager to grasp their wants and collect steady suggestions.
“I really imagine the sky is the restrict right here.”
I really 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 method.
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.
