Jack & Jones renews Rich Energy Haas F1 deal after first year boosted brand

By

Sandra Halliday

Published
Feb 13, 2019

Bestseller’s Jack & Jones chain has renewed its partnership with the Rich Energy Haas F1 Team for a second year with the brand’s logo to be featured on the Formula One team’s new race cars, the drivers’ racing suits and team personnel uniforms.

It means extra exposure for the brand this year with increased on-car branding for the 2019 Formula One season, the company saying its “enthusiastic activation of the sponsorship throughout 2018” is the reason for the enhanced deal.

Guenther Steiner, team principal for Rich Energy Haas F1 Team, said: “Our partnership has been tremendously successful and engaging. [Jack & Jones has] utilised the platform extremely well as a partner and leveraged our assets in a dynamic way to maximise their exposure.”

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In 2018, the deal included the retailer clothing the pit crew in its denim for a mock pit stop as well as staging a number of in-store appearances with Kevin Magnussen and Romain Grosjean, and Steiner said the brand clearly understood "the importance of bringing the partnership to life using our people and personalities.”

The retailer also said that, on top of broadcast exposure in connection with the Formula One season, its content related to Rich Energy Haas F1 Team resulted in over 9 million impressions on owned social media channels, where almost 1.3 million people interacted with the brand.