Rich Energy Announced as Haas F1 Team Title Partner

2018 HF1 Team Photo-563

Rich Energy, the premium British energy drink brand, will become the title partner of the Haas F1 Team in a multi-year agreement beginning with the 2019 FIA Formula One World Championship.

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The partnership will result in a significant livery change to incorporate the colours of Rich Energy, while the team name will become Rich Energy Haas F1 Team.

Rich Energy, currently available in over 30 countries worldwide, and expanding rapidly, will utilize its partnership with Haas F1 Team as the centrepiece of its marketing campaign, exploiting the global platform offered by Formula One to increase its market share in the competitive energy drink sector.

We are delighted to become the official title partner of Haas F1 Team in Formula One.

William Storey
Chief Executive Officer, Rich Energy

“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.”

“Securing a title partner in Rich Energy is another milestone moment in the development of Haas F1 Team,” said Guenther Steiner, Team Principal, 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 endeavours, 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.”


Haas F1 Team sits fifth overall in the constructors’ standings, with the third-year American team recording 84 points on the season with three races remaining. It will head into the 2019 Formula One World Championship with continuity in its driver line-up with Romain Grosjean and Kevin Magnussen paired together for a third consecutive year.

About Rich Energy:
Rich Energy is a premium and innovative British energy drink developed and optimised over the last 6 years with leading beverage experts. Its sole objective is to create a peerless, ultra-high-quality energy drink with none of the downsides of the competition, a crisp clean taste and high performance. As such, only the best ingredients were identified and sourced from pure mineral water with optimal composition from a natural Alpine spring to luxury organic sugar cane and the best sources of energy available. Whilst the recipe is a closely guarded secret, Rich Energy utilizes a cutting edge £50m manufacturing facility and its cans are made in the UK. Rich Energy enjoys the highest available certification in the EU and US and the lowest sugar content possible whilst maintaining the balance of taurine and caffeine to deliver genuine energy performance. Rich Energy stands alone as an elite energy drink for the discerning customer.

William Storey

About Haas F1 Team:
Haas F1 Team debuted in the FIA Formula One World Championship in 2016, becoming the first American Formula One team since 1986. Founded by industrialist Gene Haas, Haas F1 Team is based in the United States on the same Kannapolis, North Carolina, campus as his championship-winning NASCAR team, Stewart-Haas Racing. Haas is the founder of Haas Automation, the largest CNC machine tool builder in North America, and he is chairman of Haas F1 Team.

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