Haas announce 'groundbreaking' partnership with iconic film character

Haas has announced what it calls a "groundbreaking" season-long collaboration with the entertainment studio responsible for Godzilla. 

First created in 1954 by Toho Co, the 'King of the Monsters' will enter the F1 world for the first time as part of a series of activations with the team throughout the year, including at the Japanese Grand Prix. 

Haas will be running a special livery for the race, with the unveiling taking place in Tokyo Midtown Hibiya, and the partnership will also create "integrated branding" and other content and merchandise across both the sporting and popular culture spheres.

Later in the year, at the United States GP in Austin, Godzilla will again be on display, just before the US release of 'Godzilla Minus Zero' on November 6th. 

"This is truly an extraordinary opportunity to showcase our brand to new audiences, and it’s a first for both Haas F1 Team and TOHO," said Haas boss Ayao Komatsu.

"It’s an honour to bring a global icon such as Godzilla to this sport and activate across an important year for the franchise. We want our fanbases to combine and celebrate with us, as there will be lots to engage with this season.

The chief Godzilla officer at Toho Co, Keiji Ota added that the iconic character and Haas had a bond which "deeply resonated."

"We are honoured to announce this partnership between Haas F1 Team – a team that continues to push the limits of performance on the global stage of Formula 1 – and Godzilla, a cultural icon that has continued to evolve for more than 70 years since first emerging from Japan," he said.

"Godzilla has come to represent indomitable power and resilience, a spirit that deeply resonates with Haas F1 Team’s determination to constantly break through barriers. 

"Through this collaboration, get ready for Godzilla to rampage on the world’s fastest stage! We promise to bring an unprecedented experience that will excite fans of both Godzilla and Haas F1 Team all around the world."