DAISO Partners With Honda Racing Corporation
The retail brand joins Honda for a three-race sponsorship on Aston Martin Formula 1 cars.
Updated on Oct. 16, 2026 in Motorsports
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DAISO has entered a marketing partnership with Honda Racing Corporation to feature its branding on Honda-powered Aston Martin vehicles. The agreement includes promotional activities utilizing Formula 1 car imagery during three major racing events.
Why it matters
The collaboration leverages the visibility of Formula 1 to extend DAISO brand exposure through high-profile international racing platforms. The deal integrates the retailer into the technical partnership between Honda and the Aston Martin racing team.
The agreement includes a total of three race events featuring official DAISO branding on Honda-powered vehicles. The financial valuation of this marketing deal has not been released.
The players
DAISO
This global retail chain is known for offering a wide variety of affordable household products and stationery.
Honda Racing Corporation
This organization manages Honda’s global motorsport activities and technical engineering partnerships in professional racing.
Aston Martin
This luxury automotive manufacturer competes in the Formula 1 World Championship and utilizes power units supplied by Honda.
The details
DAISO branding will be displayed on the Honda-powered AMR26 race car during the Mexican, São Paulo, and Las Vegas Grands Prix. The partnership also incorporates promotional initiatives that utilize Formula 1 vehicle imagery alongside HRC branding.
Timeline
The branding deal is set to take place across three races during the 2026 season.
The branded car will be unveiled at the Mexican Grand Prix.
Season Trajectory
This partnership aligns DAISO with the strategic development of the Honda-powered AMR26 as the team navigates the mid-to-late stretch of the racing calendar. The deal adds a new commercial layer to the competitive balance between the team and its corporate partners.
Fans will see the branded AMR26 car for the first time during the unveiling at the Mexican Grand Prix. The partnership will result in specific marketing activations featuring the race car imagery in Mexico, São Paulo, and Las Vegas.
The takeaway
The partnership highlights how non-automotive brands utilize the high-speed exposure of Formula 1 to reach a global audience. Viewers should expect to see increased cross-promotional content from both the retailer and racing team during the final stages of the 2026 season.
Further reading
For more updates on team partnerships and race events, visit Motorsports.
Source note: This article includes information reported by Grandprix.
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