Haas F1’s newly appointed CMO Adam Jacobs said that the team’s focus is on developing a well-structured and well-funded program that can compete at the highest level. For Jacobs, who joined Haas F1 from Anheuser-Busch, the next steps are all about laying the groundwork for developing the team’s brand, including hiring a talented staff. “Our focus is to develop some consistency in our look and feel, and in our branded elements,” he said. “While doing that, we will also start building out our marketing structure.” Haas F1, which will join the Grand Prix circuit at the start of ’16, is looking for brands that align with its vision, while at the same time not limiting itself in its search for partnerships. Jacobs told SBD Global that there is no set timetable for when the team will start talking with potential partners. “We need to build a solid foundation and we know that when the time is right those conversations will take place with the right brands,” he said. While the last three teams that joined F1, Caterham, HRT and Marussia, are struggling to survive, or in the case of HRT, folded, Jacobs believes that Haas F1’s unique position as the only U.S.-based team will be beneficial in the search for partners. “It’s a great two-way street that we have here; domestic brands that are looking to build their business in key markets abroad, and then you also have maybe potentially some international brands that are looking to build their brands and their business here in North America,” he said. Jacobs added that there is a lot of work to do in, what the team considers, a short amount of time.
ITALIAN ADVICE: Haas F1 will try to position itself as a team with the intention to compete against the world’s best motorsports organizations, while at the same time remain true to its American ideals and embrace the history and spirit of the sport, according to Jacobs. The team, which entered a technical partnership with Italian-based Scuderia Ferrari, may also look to Maranello for some marketing advice. “Anything that we can learn from them [Ferrari] can really help position us for success,” Jacobs said. However, he added it is too early to speculate on what this could entail or how the two teams will work together in this area.
