Haas will be known as the Rich Energy Haas F1 Team from the 2019 season onward after announcing a title sponsorship deal with the British energy drink company.
Rich Energy was one of the companies interested in a sponsorship deal with Force India before the team went into administration, with the CEO William Storey unhappy at his offer not being taken this summer. Storey was present at the United States Grand Prix and spent time with a number of teams but Haas has now announced its first ever title sponsorship deal will be with Rich Energy and the multi-year agreement will feature a significant livery change from next season.
“Securing a title partner in Rich Energy is another milestone moment in the development of Haas F1 Team,” Haas team principal Guenther Steiner said. “We welcome their commitment to us as an organization, and together we share an ambition to advance further in our respective fields.
“It’s going to be exciting for us as a team to be the focal point of Rich Energy’s marketing endeavors, as we go into both new and existing consumer markets around the world in Formula 1. As we have seen already this season, our own continued push for performance has delivered on-track, and I have no doubt that the platform we provide for Rich Energy will translate into equally favorable dividends.”
Looking to increase awareness of his brand in the energy drink sector, Storey says Haas’ different approach to entering F1 shows similar values of trying to disrupt the status quo.
“We are delighted to become the official title partner of Haas F1 Team in Formula 1,” Story said. “Our companies share a synergy in our work ethos, and our desire to bring something new to the table in an environment made up of established brands.
“We revel in competition, and through our distinctive collaboration, we’re looking to further prosper, delivering an exciting concept for the promotion of Rich Energy to the consumer along the way. Formula 1 is a premium product in its own right, and our partnership with Haas F1 Team ensures we have a prized asset on which to build our global marketing efforts.”
Haas is currently fifth in the constructors’ championship in its third year in F1, 22 points behind Renault after the United States Grand Prix.