Haas's performances have gone up this year, particularly in qualifying, and the extra sponsorship money from MoneyGram has played a key role in boosting the outfit's form in F1. Feature:
While its race form hasn’t been able to match that due in essence to excessive tyre usage, that one-lap pace has been impressive and it has been sustained even in the context of a tight development race, with all teams regularly bringing new parts.
The jump from 10th in the world championship in 2021 to eighth last year and the associated prize money hike has added to the spending pot, but Haas has an increased budget this year thanks in large part to the support of title partner MoneyGram. “They are using F1 very well, promoting their product via all the activities they do outside the F1 programme,” says Steiner. “You can see they've got a good plan in place.”
“We get a lot of calls in from different sports. And then F1 kind of landed on our desk. I'm a big fan, I’ve followed it for a very long time. But as soon as it landed, I was like, ‘Hey, this might be a bridge too far for us’.” A Haas F1 team press conference is held with Alex Holmes, CEO of MoneyGram, Guenther Steiner, Team Principal, Haas F1, Greg Hall, CMO of MoneyGramSeveral teams were in the mix for MoneyGram funding, but Haas soon emerged as the chosen candidate. The deal was officially announced to the world at last year’s US GP.
“There's a lot of competition in the world for anything,” says Holmes. “And you have to differentiate yourself in some way. I think there's a scrappiness to us, we all have a little chip on our shoulder, out to prove something, and I think Haas wants the same thing. We all want to be winners and successful at the end of the day.
“It was paramount,” says Hall. “We really don't want to just be a sticker on a car getting eyeballs, we actually wanted a true partnership. That's what you can uniquely find with Haas. That's why we came together so quickly.“They love our brand, our global reach, everything we're about, we love the same thing about them. When you do that, you can have collaborative meetings and develop things much more quickly, even simple things like livery design.
“We talk with them, we have some conversations, you can feel the frustration. Gunther will give us a little insight into some strategy changes and other things, but it's genuine, and it's good. We want to be competitive, but expectations are realistic.” As noted, MoneyGram’s customers are ordinary consumers, often people who work abroad and send money home on a regular basis. That helps to explain why the Middle Eastern races are particularly important.
“One of the things we love about MoneyGram is it is such a consumer brand,” says Holmes. “When people ask about F1 sometimes the misperception is it's just a stodgy, high-end kind of sport, but it is a lot more approachable. Most of the fan base is a very different demographic than I think what people see on television.
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