What happened: Haas F1 announced a new collaboration with Bon Jovi under its TGR branding, teasing what it called "experiences of a lifetime" for fans. The team said more details would follow later in the week.

Why it matters: The tie-up extends Haas's push to build its brand through cultural partnerships, layering music-world crossover onto its motorsport identity. For a midfield team, off-track collaborations help widen its audience and commercial footprint beyond race results.

What to watch: Watch for the promised follow-up announcements this week detailing what the collaboration will offer fans.