Haas cuts ties with Rich Energy

Ruben Hill
September 11, 2019

The American outfit agreed a sponsorship deal with the energy drinks company at the end of previous year, with the partnership inspiring the decision to run a black-and-gold livery.

Rich Energy CEO William Storey was removed as a director after the company's Twitter account claimed that the sponsorship had been terminated ahead of the British GP due to Haas' "poor performance" with Kevin Magnussen finishing behind George Russell's Williams in Austria highlighted for particular criticism.

Formula One's Haas announced a split with sponsor Rich Energy on Monday, bringing an end to a tumultuous finish to their relationship which included a social media outburst.

The Haas F1 team has cut ties with title sponsor Rich Energy, so the British energy drinks company can pursue a "revised global strategy".

Shareholders then attempted to preserve the deal after that, and Rich Energy's branding has remained on the VF-19 in the subsequent races, including last weekend's Italian Grand Prix.

Team principal Gunther Steiner confirmed last month it would consider the future of its partnership with Rich Energy by the Singapore Grand Prix.

"Subsequently, the Haas F1 Team and Rich Energy concluded a termination of the exiting partnership was the best way forward for both parties".

Then the legal trouble started in June when the company's stag logo was ruled as a copyright breach in a case against Whytes Bikes.

Haas confirmed the colour scheme of its vehicle will remain the same until the end of the season, albeit minus the branding of its now-former title sponsor.

Other reports by Click Lancashire

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