The Haas Formula 1 team has confirmed that it has signed a title sponsor for the 2019 F1 season in the form of British energy drinks company Rich Energy.
The deal, which is a multi-year agreement, will see the team officially known as Rich Energy Haas F1 Team and will result in a "significant livery change" for next season, which will see Rich Energy's black and gold branding included on the car.
It is the first time that Haas has taken on a title sponsor since joining F1 in 2016, marking a departure from its previous approach of featuring its own branding in prominent positions.
Rich Energy has been trying to become involved in F1 for some time and attempted to sign a major sponsor deal with Force India and, prior to that, tried to take an ownership stake in the outfit.
The company's CEO, William Storey, was spotted in the Circuit of the Americas paddock as a guest of Williams at last weekend's United States Grand Prix.
“We are delighted to join Formula 1 and become the official title partner of Haas F1 Team,” 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 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."
Haas team boss Guenther 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 organisation, 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 favourable dividends."
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