New sponsors are few and far between in Formula 1, so Haas' partnership with Danish clothing company Jack & Jones is worth a mention.
The fashion company, which first got involved with F1 as a personal sponsor to Kevin Magnussen during his season with Renault, will enjoy a presence on Haas' rear wing this year as well as on Magnussen and Romain Grosjean's overalls.
"The dedication and professionalism it takes to be in Formula 1 aligns with the values we apply in our everyday approach to denim and menswear," commented Henning Nielsen, head of e-commerce and marketing at Jack & Jones.
"We strive to be the best, just like Haas F1 Team. That’s why we have supported Kevin Magnussen throughout his career and why we have decided to join Haas F1 Team this season."
Team principal Guenther Steiner added: "We’re very proud to announce our new partnership with Jack & Jones. 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 1, 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 1."