US Formula One team Haas F1 have announced a new commercial deal with menswear brand Jack & Jones.
The Bestseller-owned company will be an official sponsor of the motorsport outfit for the duration of the 2018 Formula One season, with its logo set to feature on the rear wing of Haas F1’s cars and on the firesuits of drivers Romain Grosjean and Kevin Magnussen, the latter of whom already has an endorsement deal with the brand.
In return, Jack & Jones will provide its lifestyle apparel clothing to Haas F1 team members. The financial terms of the agreement have not been made public.
“We’re very proud to announce our new partnership with Jack & Jones,” said Haas F1’s team principal Guenther Steiner. “It’s a brand built on hard work and attention to detail that has grown very quickly and delivers a quality product.
“While we are still relatively new in Formula One, our objectives and work ethic are very similar to Jack & Jones. The recognition Jack & Jones has in its marketplace is what we strive for in Formula One.”
“At Jack & Jones, we’re as dedicated to denim as a Formula One driver is to their racing, and that’s why our new partnership with Haas F1 Team makes so much sense for our brand,” added Henning Nielsen, head of e-commerce and marketing for Jack & Jones. “Just as Haas F1 Team pushes its cars, drivers and crewmen to extract maximum performance, we do the same with our denim to ensure quality and comfort.”
Haas F1 finished eighth in the 2017 constructors’ championship. The new season gets underway in Melbourne with the Australian Grand Prix on 25th March.