Haas F1 signs a title sponsor for the 2019 season

The only U.S.-based Formula 1 team will have a title sponsor next season.

Haas F1 will now be known as the Rich Energy Haas F1 Team from the 2019 season and beyond after announcing a title sponsorship deal with the British energy drink company.

Before inking with Haas, Rich Energy had negotiated with Force India, but it moved on to Haas after Force India went into administration. CEO William Storey finalized the deal after spending time with Haas at the United States Grant Prix.

Rich Energy is currently available in over 30 countries worldwide and plans to utilize its partnership with Haas F1 as the centerpiece of a marketing campaign to expand further. The partnership will also include a livery change for the two Haas cars next season.

"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," Storey said. "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 F1 team principal Guenther Steiner called the signing a "milestone moment" in the team’s history.

"We welcome their commitment to us as an organization, and together we share an ambition to advance further in our respective fields," Steiner said. "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."

Haas is currently fifth in the constructors’ championship in its third year in Formula 1, 22 points behind Renault after the annual race in Austin, Texas.

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