Divorce finalized between Haas and Rich Energy

On October 25, 2018, a new name entered Formula 1 as the title sponsor of the Haas F1 Team. It was none other than Rich Energy, an energy drink brand. Its intentions were very ambitious from the start: to beat Red Bull both sportively and commercially. Even though both objectives were a resounding failure, this is not exactly the reason for the split between the two parties.

Amid ongoing controversies and humiliations on social media, it seemed evident for several months now that this marriage was doomed to disaster. A marriage of convenience rather than passion, since before partnering with Haas, Rich Energy had unsuccessfully attempted to buy Force India or even sponsor Williams.

One of the major problems was the stability between the two entities. After each underperformance, the British beverage brand (or rather its former CEO, William Storey, who has since been dismissed by the brand) mocked the American structure. Additionally, Rich Energy faced some difficulties with a lawsuit concerning the use of its logo, which was allegedly stolen from another company, Whyte Bike. The lawsuit was won by the latter, further undermining the credibility and representativeness of Rich Energy, if it were needed.

By mutual agreement, the link between the American team and the brand that had been initiated by Storey has been severed. Henceforth, the Rich Energy logo will no longer appear on the car. However, it will retain its black and gold livery. The VF19’s design will seem rather empty for the next seven Grand Prix races.