Haas F1 team continues season with Old World Industries sponsorship deal

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Romain Grosjean’s and Kevin Magnussen’s Haas F1 cars will wear branding on the nose for Old World Industries’ Peak coolant and diesel exhaust fluid products during the rest of the 2018 season.

The new livery was debuted last weekend, during the British Grand Prix at Silverstone. Peak already has a strong presence in American motorsports with the leading automotive brands enjoying relationships in NASCAR, NHRA and the Late Model Dirt Series.

“Peak and BlueDEF products can be found in more than 50 countries worldwide, and these same countries and regions are where Formula One competes,” said Bryan Emrich, chief marketing officer of Old World Industries.

“We’re an American, family-owned, independent business whose values and methodologies align very well with Gene Haas and his Formula One team. As we continue to expand our footprint globally, we’ve found a great partner in Haas F1 Team – an American organization that has accomplished a lot in a very short period of time in one of the most competitive environments on the planet.”

“Peak is extremely well known in motorsports and we’re honored to represent Peak and BlueDEF in Formula One,” said Guenther Steiner, team principal of Haas F1 Team. “These two brands have successfully utilized racing to showcase its product and grow market share, and our efforts in Formula One provide a strong, global stage for Peak and BlueDEF to increase its presence to the size and scope it has already earned in the USA.” 

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Illya joined UKi Media & Events in 2018 having completed an Automotive Journalism MA course at Coventry University. As expo news editor, he writes about the new products and technologies that can be found at UKi Media & Events' many exhibitions, as well as contributing to UKi's various magazines and websites.

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