Haas F1 drivers Magnussen (l) and Grosjean touting OWI's Peak and BlueDef brandsHaas F1 Team
The Haas F1 team this morning announced that Old World Industries -- through consumer-facing brands Peak and BlueDef -- has signed on as a new partner of the team, marking the first time that a NASCAR industry sponsor not owned by Gene Haas has aligned with the team. Peak and BlueDef will be featured on the nose of the team’s two cars driven by Romain Grosjean and Kevin Magnussen throughout the rest of the '18 season, starting at this weekend’s British Grand Prix. Old World Industries is an automotive aftermarket company that sells products in more than 50 countries worldwide, and it was this global reach that sparked OWI’s interest in F1.
OWI also will get at-track hospitality assets as part of the deal. Haas F1 Team Principal Guenther Steiner said, “Old World has been in motorsports for a long time and they looked a little bit outside the United States to do some global advertising. … They knew some people in NASCAR who approached us and said, ‘Can you make a link to the F1 team?’ And we got together and made a deal.”
