Rich Energy Haas F1 Team's new title sponsor is coming out on the offensive against those who question the credibility of the Rich Energy brand.

The American team's new black and gold car is sponsored by William Storey, boss of what some call an elusive British energy drink.

"A rare sighting," said Reuters journalist Alan Baldwin on Twitter, after tracking down a few cans of the drink at Haas' livery launch in London.

However, Storey, Rich Energy's long-bearded boss, says he wants Haas to compete with energy drink giant Red Bull on and off the track in 2019.

"We are confident we will beat Red Bull in many races this year," Storey said.

Storey said Haas' new black and gold car is reminiscent of the Lotus driven by Ayrton Senna in the 80s, and that's no accident. The black and gold livery and Rich Energy sponsorship might ultimately have gone to the Williams F1 team this year, with Storey admitting that talks with the British team took place.

"I felt sorry for Williams in the end," Storey said. "I felt that as a business, they were living off past glories and didn't run a very good business."

Storey said the financial terms of the Haas deal were "much better," and slammed those who wonder if Rich Energy is actually even a legitimate brand.

"Anyone who says that Rich Energy does not exist is like saying that a person never walked on the moon or that Elvis is still alive," he said.

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