A British energy dink start up brand Rich Energy has inked a multi-year deal with the Haas F1 team becoming its title sponsor starting next season.
The deal is followed by a failed attempt of the energy drink brand to be associated with the Force India F1 team earlier this year.
Starting with the 2019 FIA Formula One World Championship, The partnership deal will bring major change to the team’s official color from their existing grey, red and black colors apart from team’s name changing to Rich Energy Hass F1 team.
Having presence in more than 30 countries, Rich will make use of this partnership with Haas F1 team as the center of its marketing campaign, augmenting the market share in the competitive energy drink sector.
Rich Energy had earlier this year tried hard to acquire financially crunched Force India, which was rescued in July by a consortium led by Canadian Billionaire Lawrence Stroll.
Last weekend attending the US Grand Prix in Austin, the Rich Energy CEO spoke to a range of team before finalising a contract with Haas.
Rich Energy CEO William Storey attended the US Grand Prix in Austin last weekend, speaking to a range of teams before finalising a contract with Haas.
“We are delighted to become the official title partner of Haas F1 Team in Formula One,” Storey has 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,” he added further.
Guenther Steiner, Team Principal, Haas F1 Team, 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 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 endeavours, 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 favourable dividends.”