British energy drinks company Rich Energy has joined hands with Haas F1 Team starting from the 2019 season.
Haas has announced Rich Energy as its title sponsor starting from the 2019 F1 season in a multi-year agreement. The team has been renamed as ‘Rich Energy Haas F1 Team’ as the car is set to undergo ‘significant’ livery change to incorporate the colours of the company.
The British firm’s trademark colour is predominantly black with a golden tinge with the design of an antelope head which means the Haas car could look hugely different when it is mixed with the team’s traditional colour of red and grey.
Rich Energy’s 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.
“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 One 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.” Storey was spotted with Williams during the US Grand Prix weekend.
The speculation then rose for Rich Energy joining hands with the Grove-based team and several reports suggested that, however, Storey has signed with Haas as the company aims to expand its market value all over the world.
Haas’ team principal Guenther Steiner added: “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 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 One.
“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.”
Rich Energy came into the F1 limelight when it wanted to buy Sahara Force India last year. But several attempts were foiled as Vijay Mallya and co weren’t convinced of the company’s financial stability and powers.
They were even present during the administration hearing of the team, ready with a payment but the court decided otherwise. Since then, Storey has been talking with other teams as well to move ahead with its F1 plans.