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Haas F1 to become Rich Energy Haas F1 in 2019

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Haas Formula 1 has announced a deal with a British energy drink company that will change the name of the team to Rich Energy Haas F1 Team.

The partnership is described as a multi-year deal that impacts the team name and will result in a significant livery change to incorporate the colors of Rich Energy.

“We are delighted to become the official title partner of Haas F1 Team in Formula One,” said William Storey, chief executive officer of Rich Energy in a press release. “Our companies share a synergy in our work ethos, and our desire to bring something new to the table in an environment made up of established brands.

“We revel in competition, and through our distinctive collaboration, we’re looking to further prosper, delivering an exciting concept for the promotion of Rich Energy to the consumer along the way. Formula One is a premium product in its own right, and our partnership with Haas F1 Team ensures we have a prized asset on which to build our global marketing efforts.”

Rich Energy, which was launched six year ago, will use Formula 1 as the centerpiece of its worldwide marketing campaign to expand beyond the 30 countries that currently sell its product.

“Securing a title partner in Rich Energy is another milestone moment in the development of Haas F1 Team,” said Guenther Steiner, team principal, Haas F1 Team. “We welcome their commitment to us as an organization, and together we share an ambition to advance further in our respective fields.

“It’s going to be exciting for us as a team to be the focal point of Rich Energy’s marketing endeavors, as we go into both new and existing consumer markets around the world in Formula One. As we have seen already this season, our own continued push for performance has delivered on-track, and I have no doubt that the platform we provide for Rich Energy will translate into equally favorable dividends.”

In just its third year of existence, Haas F1 sits fifth in the overall constructors’ standings.

Drivers Kevin Magnussen and Romain Grosjean sit ninth and 13th in the drivers standings.

IMSA’s Bill Auberlen joins NASCAR America to discuss this weekend’s race at Lime Rock

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Turner Motorsport GTD driver Bill Auberlen joined NBC Sports’ Marty Snyder on NASCAR America Presents the Motorsports Hour Thursday to discuss a variety of topics, including Saturday’s IMSA WeatherTech Sports Car Championship race at Lime Rock Park.

Auberlen, alongside co-driver Robby Foley, enters Lime Rock with a great amount of momentum after finishing on the GTD podium at Watkins Glen and taking the GTD class honors in the most recent IMSA race at Canadian Tire Motorsports Park.

There’s also an extra incentive for the duo to win this weekend as well, as Auberlen is one win away from tying Scott Pruett for the most IMSA victories all-time.

Both drivers will have to be on their A-game this weekend, however, as Auberlen stated that Lime Rock is one of the tougher circuits on the IMSA calendar and compared the 1.5-mile Connecticut road course to a short track.

“It’s what we call the bullring of our season,” Auberlen said. “It is a 54-second lap and we’re going to go around it a million times before the end of the day. It’s going to be a hot one, and I think whoever survives this is going to be on the podium.”

Luckily for the GTD and GTLM teams, with no Protoype and LMP2 entries competing at Lime Rock this weekend, the worry of having to yield to entries from the faster classes is gone.

“These Protoypes are so fast now, that interacting with them, you can’t imagine,” Auberlen said. “We have radars in our car that can alert us when they are coming.

“They get on you so fast that if you’re not always looking or something is not telling you they’re coming, you could have a problem and catch into them. That’s gone. Now it’s going to be focus-forward. You’re going to be focused on everything ahead of you. You got GLTM in there at the same time, but they’re virtually the same speed as us – just a little bit faster.

“It’s going to be nice. When you stand on that podium you might be able to go for an overall victory.”

Live race coverage of IMSA’s Northeast Grand Prix at Lime Rock Park begins at 3:00 p.m. ET on NBCsports.com and the NBC Sports app with an encore presentation of the race airing later in the evening at 9:30 p.m. ET on NBCSN.

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