Haas Automation, the company behind the group that has had an F1 entry approved for 2016, has confirmed that it will appear on the Ferrari F1 cars as a sponsorship exercise while it learns the F1 ropes prior to arriving as a team.
Haas representatives spent the Montreal race weekend with Ferrari and the deal makes sense; Red Bull sponsored teams for many years before entering their own team as did Tony Fernandes. It is a great way of getting up to speed on the culture of F1.
Haas is likely to use Ferrari engines when it enters the sport; the USA is Ferrari’s most important customer car market with over 2,000 cars sold there every year.
Haas Automation, a huge automotive company, will be featured on the lower sidepods of the Ferrari for the remainder of the 2014 Formula One season and throughout the 2015 season.
“Haas Automation is a premium brand, and there’s no better way to drive that point home than to connect it with Scuderia Ferrari on motor racing’s biggest stage,” said Gene Haas.
“Scuderia Ferrari is F1’s most prestigious and decorated team with a large, loyal and passionate fan base. Exposing Scuderia Ferrari fans and Ferrari customers to the quality of Haas Automation CNC machine tools is an important first step to expanding our global reach.”
“We are pleased to welcome Haas Automation as our newest Official Supplier,” said Ferrari Team Principal Marco Mattiacci. “This agreement strengthens our existing connections with the USA, an important market not only for our company, but also for Scuderia Ferrari, as it is one where the team already benefits from several important partnerships.
“Over the past few months, we have been exploring with Haas a number of potential areas of collaboration, and this agreement is an immediate opportunity that we are pursuing, which proves Haas’ interest in Formula One. This collaboration will enable Haas Automation to reinforce its brand awareness and promote its products and services around the world, thanks to the appeal of Scuderia Ferrari and the global reach of Formula One. We are therefore delighted to make this announcement, which sees another premium brand join our portfolio of partners. In parallel, but as a separate project, Haas is committed to entering Formula One with its own team, a testimony to the growing appeal of our sport in the USA and on this front, technical discussions are ongoing between us.”