Rich Energy's long-mooted arrival in the sport has coincided with their black and gold colours being incorporated into Haas' vehicle livery for 2019.
While the American team had announced that its London unveil would feature the new livery, courtesy of the fact that it has a title sponsor in the form of the mysterious, and somewhat elusive, energy drink, Rich Energy, as the wraps were taken off to reveal the new livery, few were expecting the vehicle to make an appearance. We're expanding very quickly, we're taking a huge amount of business from them.
The team will have a different look for the new seasn following the signing of PKN Orlen as a major new sponsor.
An energy drink joining Formula One is nothing new - beyond Red Bull's two teams, Monster is affiliated with Mercedes, while Hype has a deal with Force India.
Winning the midfield fight is therefore likely to be a more realistic immediate target for Haas, but team boss Guenther Steiner insisted there is nothing wrong with setting ambitious goals.
"We can try. If we achieve it or not, I don't know, but if you don't try, for sure you don't achieve it". So for now, we've got these murky renders to pore over.
Haas F1 drivers Roman Grosjean and Kevin Magnussen revealed the new colour at the launch event. "We're delighted to work with Haas and we want to do it on a very long-term basis".
"Last year, I think we had the fourth-fastest vehicle, we finished fifth [in the standings], I know about that, but the next one up was Red Bull".
Rich Energy was linked with a bid to purchase Force India previous year but when that was unsuccessful, Storey turned his attention towards title sponsorship.
The Rich Energy CEO would be hoping that things don't pan out to be in the same way for the team on the track.
"They've got the best business model in the sport, they are uniquely positioned to exploit regulation changes". The 2019 F1 season starts on March 14, 2019, in Australia.