Rich Energy has finally entered Formula 1 with a deal with Haas, which would see the British energy drink brand become the title sponsor of the American team Haas.
Haas will now sport the colours of Rich Energy, resulting in a livery change from the 2019 season.
Rich Energy was also involved in an attempt to buy Force India out of administration, but the move didn’t quite go through as the administrators felt that the bid wasn’t a sound one and that Rich Energy will not be able to cover the costs of the creditors and run the F1 team later as well.
But Rich Energy CEO had promised that F1 is high on their priority list and that they will find a way to enter into the sport.
And well, William Storey(the Rich Energy CEO) has been true to his word and has clawed his way into the sport with a massive deal with Haas.
Rich Energy wants to build a global brand for itself and has found synergies with F1 and Haas, something that William Storey conveyed in his statement post the announcement.
NEWS: @Rich_Energy announced as Haas F1 Team title partner.
— Haas F1 Team (@HaasF1Team) October 25, 2018
“We are delighted to become the official title partner of Haas F1 Team in Formula One,” William Storey 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 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.” he added.
Guenther Steiner, the Haas team principal too is excited about this partnership and is confident that Haas as a team can provide Rich Energy the required global outreach that it aims for.
Haas as a team is on the rise and has put forth some really strong performances this year. Powered by the Ferrari engine, Haas should be able to fight hard in the midfield next year as well. Also, being an American team, this partnership should give Rich Energy access to one of the biggest markets in the world.
“Securing a title partner in Rich Energy is another milestone moment in the development of Haas F1 Team,” said Guenther Steiner
“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.” he added.