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Haas unveils new look thanks to Moneygram sponsorship

The Haas F1 Team has unveiled a new look for 2023 after completing a new title sponsorship deal with MoneyGram International, Inc., a global leader in the evolution of digital P2P payments.

The deal was originally revealed in October at the team's home race in the United States, and was subsequently included when the FIA published the final team entry list for the forthcoming season.

The multi-year deal has now been confirmed by the team, along with a taste of their tweaked branding to be used across social and online platforms which retains their distinctive red, white and black colour scheme.

Read also: Haas title sponsor taking 'Steiner's lead' on driver choice for 2023

Although the Moneygram logo appeared on the team's cars in the final races of 2022, it will be a much more visible and integrated part of the team's branding this year.

“We’re delighted we’ve hit January and will now officially be known as MoneyGram Haas F1 Team,” team principal Guenther Steiner said in a press announcement released by the team on Wednesday.

“When we announced MoneyGram’s title partnership with us back in October at the United States Grand Prix, this was the date we looked forward to as it’s a new year and a new name for us, complete with a new logo to launch.

"We have an exciting few weeks ahead with the livery reveal and then the launch of this year’s car, the VF-23, coming soon," Steiner said. “After that we’re into pre-season testing then the season begins in earnest in Bahrain.

"Everyone at MoneyGram Haas F1 Team is raring to go alongside our new driver line-up of Kevin Magnussen and Nico Hülkenberg," Steiner continued.

"I know MoneyGram’s partnership and activation around the team will appeal to their existing customer base while offering truly global opportunities to reach out to new customers through the Formula 1 season.

"We can’t wait to get started. MoneyGram Haas F1 Team – it has a good ring to it!”

Last year, Haas started the year with title sponsorship from Russian potash fertilizer producer and exporter Uralkali whose chairman Dimitry Mazepin is the father of racing driver Nikita Mazepin.

Haas terminated its links to both Uralkali and Mazepin in the wake of Russia's invasion of Ukraine in february, which led to business sanctions being imposed around the globe and by the FIA.

It meant that Haas with without title sponsorship all season, and had to rely on the teamn's owner, billionaire tool hire businessman and NASCAR team co-owner Gene Haas for a large part of its funding.

Before Uralkali, Haas had been sponsored by energy drinks company Rich Energy in 2019, but that arrangementralso came to an unexpected early finish over payment issues.

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Andrew Lewin

Andrew first became a fan of Formula 1 during the time when Michael Schumacher and Damon Hill were stepping into the limelight after the era of Alain Prost, Nigel Mansell and Aryton Senna. He's been addicted ever since, and has been writing about the sport now for nearly a quarter of a century for a number of online news sites. He's also written professionally about GP2 (now Formula 2), GP3, IndyCar, World Rally Championship, MotoGP and NASCAR. In his other professional life, Andrew is a freelance writer, social media consultant, web developer/programmer, and digital specialist in the fields of accessibility, usability, IA, online communities and public sector procurement. He worked for many years in magazine production at Bauer Media, and for over a decade he was part of the digital media team at the UK government's communications department. Born and raised in Essex, Andrew currently lives and works in south-west London.