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...

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