DAISO and HRC announce New Partnership in F1™
DAISO logo to be featured on Honda-powered F1 cars at three Grands Prix across North and South America
DAISO Industries Co., Ltd. and Honda Racing Corporation (HRC) have agreed to form a new partnership to explore new branding projects leveraging Honda Formula 1™ (F1) activities.
As part of this marketing partnership, the DAISO brand logo will appear on the AMR26 F1 cars powered by Honda power units at three rounds of the 2026 FIA Formula One World Championship™, namely GRAN PREMIO DE LA CIUDAD DE MÉXICO, MSC CRUISES GRANDE PRÊMIO DE SÃO PAULO, and HEINEKEN LAS VEGAS GRAND PRIX.
In addition, the two companies will investigate and implement promotional initiatives tied to these Grands Prix, utilizing F1 car imagery and the HRC logo.
Guided by its philosophy of “Enriching the lives of people around the world with affordable prices - Impressive prices, impressive quality,” DAISO Industries operates an extensive network of stores both in Japan and overseas. Through this partnership, DAISO will leverage the global reach of HRC’s participation in F1 to create new opportunities for customer engagement and create distinctive DAISO brand experiences.
HRC is committed to delivering the technological expertise and brand value cultivated through motorsport activities such as F1 to a broad range of customers and corporate partners. Together with DAISO, which operates globally, HRC will seek broader opportunities for fans and consumers to feel and experience the excitement of F1.
Through this partnership, the two companies aim to combine the appeal of motorsport with DAISO’s global customer reach to create new and engaging brand experiences while maximizing the value of their respective brands.
The AMR26 F1 car featuring the DAISO logo will be unveiled at Mexican Grand Prix.
About DAISO
DAISO is a leading Japanese value retailer dedicated to enriching everyday life by offering innovative, high-quality products at affordable prices. Founded in 1972 and headquartered in Hiroshima, Japan, DAISO operates more than 5,800 stores across 26 countries and regions worldwide, serving millions of customers through its extensive network of stores and distribution centers. The company offers approximately 52,000 products spanning household goods, stationery, kitchenware, beauty items, hobby products, and seasonal merchandise, with approximately 84% developed in-house. Guided by its mission of “Enriching lives around the world with affordable prices,” DAISO continues to create exciting shopping experiences through its brands DAISO, Standard Products, and THREEPPY, while contributing to local communities and sustainable growth worldwide.
About Honda Racing Corporation (HRC)
Established in 1982 as a motorcycle racing arm of Honda, HRC has achieved the highest honors across a wide range of motorcycle racing, including the FIM Road Racing World Championship (MotoGP™), Trial World Championship, Motocross, and the Dakar Rally. In 2022, HRC expanded its scope to include automobile racing, unifying Honda’s automobile motorsports activities—such as Formula One™ power unit development, SUPER GT, and SUPER FORMULA—under the HRC banner to strengthen Honda’s global racing structure and technology development.