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Haas F1 adds MindMaze to portfolio of sponsors

(Photo by Charles Coates/Getty Images)

Formula 1 team Haas F1 has signed up global brain technology MindMaze ahead of the 2020 season.

The sponsorship deal will grant the company trackside branding and a presence on driver and mechanic overalls and helmets.

A focus of the association will be the development of MindMaze’s attempts to become the standard for safety in global motorsport.

Dr Tej Tadi, founder and chief executive officer of MindMaze, said: “Our new relationship will explore a global approach for safety and performance to include drivers and race crew.

‘’Partnering with Haas F1 Team also opens doors to the American market through the Haas Automation network. We’re excited because Haas has an innovative approach to human performance and safety to complement engineering advances.”

Haas’s sponsorship portfolio took a blow in September 2019 when its title sponsor deal with Rich Energy was terminated early after an ownership battle at the British energy drinks brand, which has now changed its name to Lightning Volt.

In October 2018, the pair had signed a multi-year contract, which commenced at the start of the 2019 F1 campaign. A tweet from Rich Energy in July of the same year announcing the early conclusion of the agreement sparked weeks of uncertainty, before Haas finally announced that the deal had been terminated due to the corporate restructuring of Rich Energy.

It remains without a brand in this designation. Its major sponsors are clothing brand Jack & Jones, automotive performance specialists Peak and its diesel exhaust fluid brand BlueDef.

Clothing manufacturer Stitchd, tyre specialists Pirelli, luxury watchmaker Richard Mille, motorsport apparel company AlpineStars and online security firm Nominet Cyber form the sponsorship tier below this.

The 2020 F1 season begins with the Australian Grand Prix, which takes place between March 14 and March 17.