Rich Energy become Haas F1 title sponsors
British drinks manufacturer Rich Energy has been announced as the new title sponsor for the Haas F1 team.
As part of the deal that kicks off next season, the American team will be renamed ‘Rich Energy Haas F1’ and will undergo a significant change to their livery to showcase the brand.
Following the announcement, Rich Energy CEO, William Storey, said “We are delighted to become the official title partner of Haas F1 Team in Formula One. 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."
Many have greeted the announcement with surprise, thanks in part to the fact that Rich Energy is a new and relatively unknown brand, with most F1 fans struggling to find anywhere that actually stocks the drink, other than the company's own website.
Rich Energy have been keen to get their name on a car for some time, having placed a bid, that was subsequently rejected, for the faltering Force India team earlier in the year.
William Storey was also spotted being shown around the grid at the Austin GP by Claire Williams, sparking fierce speculation that they were close to signing a deal, with them having lost the backing of Martini for their 2019 campaign.
But it's Haas who have sealed the deal and team principal, Guenther Steiner, said “Securing a title partner in Rich Energy is another milestone moment in the development of Haas F1 Team. We welcome their commitment to us as an organisation, and together we share an ambition to advance further in our respective fields."
Haas currently occupies fifth in the constructors standings, 22 points behind Renault but with a comfortable lead over McLaren in sixth.