MOTORSPORT
Haas revives iconic F1 black-and-gold livery
The US-owned Haas Formula One team has signed a deal with British-based Rich Energy
The Haas Formula One team transformed their old grey livery into a sleek black and gold look at a launch late last week while a new, if little-known, energy drink title sponsor talked about taking on Red Bull. The US-owned outfit have signed a deal with British-based Rich Energy, a start-up depicted by entrepreneur front man William Storey as a David ready to take on the Goliath of the industry. “We are looking forward to taking on Red Bull, on and off the track,” said Storey after the covers came off the team’s rebranded car in the grand foyer of London’s exclusive Royal Automobile Club. “I’m full of admiration for Red Bull, they’re a very good business, but we feel we’ve got a compelling proposition, a better brand. And now we feel going toe-to-toe with them in Formula One gives us a narrative and a wider platform to really grow,” he told Reuters. Team principal Guenther Steiner said Ferrari-powered Haas, fifth of 10 teams last year, were a good fit as relative newcomers also “try...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.