Haas’ new title sponsor Rich Energy says it chose to partner the American squad because it was “vastly superior” to its Formula 1 rivals “by every metric”. 

Having seen an attempted buyout of the struggling Force India team knocked back, the British energy drinks firm signed a deal to become Haas’ title sponsor towards the end of last year, beginning its new collaboration from the start of the upcoming 2019 campaign. 

The US outfit entered F1 in 2016 and has enjoyed year-on-year improvements aided by a low-cost business model and a far-reaching partnership with Ferrari. Haas claimed its best-ever result last season by finishing fifth in the constructors’ championship, behind only Mercedes, Ferrari, Red Bull and Renault. 

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When asked by Crash.net why it picked Haas over its rivals during a season launch event in London on Thursday, Rich Energy CEO William Storey said: “By every metric they were vastly superior. 

“They have the best business model in the sport, they are uniquely positioned to exploit regulation changes and I think they are run in a very, very unpretentious fashion. 

“I think they are proper racers - Gene Haas is a wonderful businessman who’s approaching motor racing in the right way, Gunther Steiner is a brilliant team principal and they’ve got two drivers with personality. Overall we are delighted.” 

A bullish Storey claimed Rich Energy has got the “best product and brand in the market” and set an ambitious target of beating energy drinks rival Red Bull both “on and off the track” in F1. 

Storey fervently defended the legitimacy of Rich Energy amid raised concerns over its financial standing, revealing Premier League football club West Ham United’s billionaire co-owner David Sullivan as one of its seven backers. He also insisted Rich Energy plans to be in F1 for the “long term”. 

“We haven’t got where we’ve got by following the crowd,” Storey explained. “We are a bit contrarian by nature and when others are fearful, be greedy. 

“There are an awful lot of people who are querying Formula 1 as a platform at the moment and I personally believe that it is going to go from strength to strength. 

“We intend to be in F1 long, long-term and we believe that Haas absolutely a dream partner for us. 

“They are a David taking on Goliaths of Formula 1 and we are doing the same with the drinks business. So there’s a lot of synergy, they are great people and we have a beautiful car so we are very pleased.”

FEATURE: Can Rich Energy really dethrone Red Bull in F1's latest brand battle? 

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