When Haas F1 announced its new sponsorship deal with an unknown energy drink manufacturer called Rich Energy, the F1 press were not convinced. In fact, the press pumped the brakes on the entire story and challenged the viability of Rich energy as a going concern and the efficacy of the sponsorship in total.
Several weeks later, Rich energy was named in a court case over their logo and the team was told to remove the Stag logo due to copyright infringement. As the spobnsorship matured, fans were befuddled as they looked for Rich Energy drinks in their local stores and finding Rich energy became as elusive as the details of their sponsorship of Haas F1 or the reasoning Haas even engaged the company for a sponsorship.
Haas F1 has nothing to worry about now as Rich Energy sent a tweet telling the world that they were terminating their sponsorship due to poor performance.
“Today @rich_energy terminated our contract with @HaasF1Team for poor performance. We aim to beat @redbullracing & being behind @WilliamsRacing in Austria is unacceptable. The politics and PC attitude in @F1 is also inhibiting our business. We wish the team well #F1 #richenergy”
Today @rich_energy terminated our contract with @HaasF1Team for poor performance. We aim to beat @redbullracing & being behind @WilliamsRacing in Austria is unacceptable. The politics and PC attitude in @F1 is also inhibiting our business. We wish the team well #F1 #richenergy pic.twitter.com/9mAt2dOnYu
— Rich Energy (@rich_energy) July 10, 2019
The level of bravado in the face of litigation that their main brand element is not to be used is stunning. In fact, reading their Twitter feed alone is a bit of an adventure and ripe with bravado and a seemingly misinformed concept of what Formula 1 truly is.
I am still unclear as to why Haas F1 engaged rich Energy as Gene Haas said he was in F1 to promote his CNC machinery in Europe and that gives me reason for pause if I’m honest. Let’s be honest, Rich Energy isn’t wrong about poor performance and it is that very performance that makes me wonder if this isn’t the reason Rich Energy was brought in to begin with.
Regardless, I’m not sure how much money rich paid Haas F1 but I suspect it wasn’t worth the headache and controversy the sponsorship prompted over a seemingly non-existent product. If Rich Energy are looking to beat Red Bull, then perhaps they could start by trying to be them at the product distribution battle because I can find Red Bull in just about every store I go in, I’ve never seen a Rich energy can anywhere.