Formula 1: Zuru renew Liam Lawson sponsorship for 2026 season

Liam Lawson has renewed his partnership with Kiwi toy manufacturers Zuru for another year, as he prepares for the 2026 Formula One campaign.

Zuru’s logo will appear on Lawson’s helmet for another season, after the 23-year-old sported the brand during 2025, where he finished 14th in the drivers championship, and helped Racing Bulls to sixth in the constructors’ standings - the best result in the team’s history.

Zuru have renewed their sponsorship of Liam Lawson for 2026. Photo / Red Bull

And after Lawson held off the challenge of Yuki Tsunoda to claim the spot as Racing Bulls’ lead driver for the 2026 season, Zuru have extended their sponsorship of the Kiwi into this year.

“Zuru is incredibly proud to extend our partnership with Liam Lawson as he takes the lead for Racing Bulls in the 2026 Formula One season,” a Zuru spokesperson told the Herald.

“Our mission at Zuru has always been to disrupt global industries through innovation and a relentless pursuit of excellence. Liam embodies these exact values.

“Watching a Kiwi driver not only compete but lead a team on the world stage is a testament to what can be achieved with grit and world-class talent.”

As 10 of Formula One’s 11 teams tested their new cars in Barcelona last week, Lawson’s 1.5 days on track saw his helmet bear Zuru’s logo once more.

Zuru backed Lawson for the entirety of the 2025 season, that saw the Kiwi brutally demoted by Red Bull’s senior side after two races, before rebounding to tick off career-bests on multiple occasions.

Back at Racing Bulls, Red Bull’s sister side, Lawson achieved points finishes in seven grands prix, including a best of fifth at the Azerbaijan Grand Prix after qualifying third.

This year, Lawson returns to Racing Bulls as the team’s senior driver, and is partnered by Red Bull academy prospect Arvid Lindblad as the only rookie on the grid.

Alex Powell is a sports journalist for the NZ Herald. He has been a sports journalist since 2016.