Haas F1 lands new sponsor

US Formula One motor-racing team Haas F1 has signed a sponsorship deal with automotive products manufacturer Old World Industries.

The deal begins with this weekend’s British Grand Prix and runs for the remainder of the 2018 season.

Old World Industries’ brands include Peak Coolant & Antifreeze and BlueDEF Diesel Exhaust Fluid and Equipment, both of which will benefit from exposure on the nose of Haas’ cars.

Peak and BlueDEF also have a presence within Nascar, the National Hot Rod Association and the Late Model Dirt Series in the US.

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

“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 organisation that has accomplished a lot in a very short period of time in one of the most competitive environments on the planet.”