Haas F1 Team has landed its first title sponsor in U.K.-based energy drink brand Rich Energy. Terms were not disclosed, but team title sponsorships in F1 can often run into the low eight figures annually. The team will be known as Rich Energy Haas F1 Team and will change its car color scheme to Rich Energy's colors as part of the move. Rich Energy is available in 30 countries and is expanding globally. It was linked earlier this year to a possible takeover attempt at the Force India F1 team, which was eventually sold to a different group (Adam Stern, THE DAILY).
RAISE A COLD ONE: The Chiefs have extended their partnership with A-B InBev and introduced the Bud Light Touchdown Club, which is located on the field level behind the east end zone of Arrowhead Stadium. Additional elements of the extension include a social series where players test their knowledge about each other. There is also a Dilly Dilly Cam -- an in-stadium video feature capturing fans enjoying Bud Light and a "Pit of Misery" for opposing fans (Chiefs).
WE HAVE LIFT OFF: UCF's space-themed Nike uniform this season will be worn on Nov. 1 against Temple and will feature a "small Citronaut mascot logo on the top front of the jersey." The Citronaut, a "blend of a citrus fruit and astronaut, was one of UCF’s early unofficial mascots before the school adopted Knightro as its mascot." The uniforms also feature "constellations patterns, reflective numbers, a Cape Canaveral blue strip that runs from the front to the back of the helmets and the words 'Reach for the Stars' in small print on the helmets" (ORLANDOSENTINEL.com, 10/24).
