Rich Energy to become Haas F1 title sponsor in 2019

The Haas Formula 1 team has announced a “multi-year” agreement with Rich Energy to become the American squad’s new title sponsor from 2019.

The British-based energy drink brand had previously been linked with a buyout of the Force India team amid its off-track financial struggles prior to Lawrence Stroll’s rescue deal.

Rich Energy CEO William Storey was spotted on the United States Grand Prix grid with Williams last weekend, prompting speculation of a possible collaboration with the Grove-based outfit.

But a partnership with Haas has since been announced in the build-up to this weekend’s Mexican Grand Prix.

The deal will result in a "significant livery change" for Haas heading into next season to incorporate the colours of Rich Energy, with the team’s official entry set to be lodged as Rich Energy Haas F1 Team.

“We are delighted to become the official title partner of Haas F1 Team in Formula 1,” said Storey.

“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.”

Haas F1 team principal Gunther 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 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.”