When Haas F1 entered the 2019 Formula 1 season, they brought with them a brand-new title sponsor, with a colour scheme on their livery to match. Rich Energy, a nascent UK energy drinks company with its targets set on Red Bull, signed up to a headline-grabbing sponsorship deal which was set to run until at least 2021.
The future looked bright. The reality was somewhat different, with the relationship resulting in Twitter rants, leaked documents and legal action – as well as takeaways for trademark professionals.
Produced for the World Trademark Review, and written by Jonathan Walfisz, Chris Hoole provides an insight into the high profile spat between Haas F1 and Rich Energy.
Read the full article here.