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Sudden Breakup

U.K.-based energy drink brand Rich Energy tweeted that it terminated its title sponsorship of Haas F1, which started this season. The company in October was announced as title sponsor for the American-owned team starting with the ’19 season. Sources familiar with terms said the deal was slated to cost Rich Energy low eight figures annually. That is in the range of what title sponsorships for middle-of-the-pack F1 teams typically cost. It is unclear how much the team collected this year before Wednesday. The loss would be a significant one, although Haas could litigate to try to recover some of the funds. Rich Energy has been seen as a mysterious company during its time in F1 given the brand's at-times aggressive tone on social media. Doubts have also arisen in U.K. courts and media over whether Rich Energy is distributing as many energy drink cans as it claims.

Rich Energy cited "poor performance" at the Austrian Grand Prix, where the Haas cars finished 16th and 19th. The news comes one month after Haas F1 was asked to remove Rich Energy's stag logo from its cars "due to a copyright dispute with Whyte Bikes, which has an almost identical logo" (ESPN.com, 7/10).

Haas finished fifth in F1 in '18. The team is currently ninth in the standings, having "not scored a point" since May's Monaco GP. Haas is "yet to comment on the situation" (CRASH, 7/10).

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