Image by Dunbar/LAT
Haas cuts ties with Rich Energy
Haas has ended its partnership with its title sponsor Rich Energy following a number of controversies involving the drinks manufacturer.
Rich Energy lost a court case from British bike company Whyte Bikes regarding copyright infringement relating to its logo, leading to Haas removing the ‘stag’ design from its car in Canada. That was followed by Rich Energy CEO William Storey claiming he had terminated the contract due to the team's poor performance ahead of the British Grand Prix, which led to a battle for power between shareholders at the company.
Rich Energy branding has remained on the car throughout the turmoil, but Haas has now confirmed termination of the deal.
“Haas F1 Team and Rich Energy have amicably agreed to end their partnership together in the FIA Formula One World Championship with immediate effect,” a Haas team statement read.
“While enjoying substantial brand recognition and significant exposure through its title partnership of Haas F1 Team in 2019, a corporate restructuring process at Rich Energy will see the need for a revised global strategy. Subsequently, Haas F1 Team and Rich Energy concluded a termination of the existing partnership was the best way forward for both parties.
“Haas F1 Team would like to express its thanks and best wishes to the stakeholders at Rich Energy.”
The black and gold Haas livery will remain unchanged, however Rich Energy branding will be removed from the car from the Singapore Grand Prix onwards.
Presented by:
Chris Medland
While studying Sports Journalism at the University of Central Lancashire, Chris managed to talk his way into working at the British Grand Prix in 2008 and was retained for three years before joining ESPN F1 as Assistant Editor. After three further years at ESPN, a spell as F1 Editor at Crash Media Group was followed by the major task of launching F1i.com’s English-language website and running it as Editor. Present at every race since the start of 2014, he has continued building his freelance portfolio, working with international titles. As well as writing for RACER, his broadcast work includes television appearances on F1 TV and as a presenter and reporter on North America's live radio coverage on SiriusXM.
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