Adam Jacobs becomes marketing director of Haas F1
Haas continues its preparation for its arrival in 2016 with the appointment of Adam Jacobs as marketing director, a position he previously held at Anheuser-Budweiser.
To recruit his new marketing director, Gene Haas didn’t have to look very far. Indeed, as the sports marketing director for the beer brand, Adam Jacobs was responsible for Budweiser’s presence in NASCAR. And Budweiser is the title sponsor of Kevin Harvick’s car, owned by… Stewart-Haas Racing.
The two men know each other well, which will facilitate his integration, as explained by Joe Custer, the operations manager of the future F1 team: Adam was highly recommended to Haas F1 Team and he brings a wealth of experience in sports marketing to our organization. The projects Adam has overseen are of global scale, with numerous partners. He has built very strong relationships throughout his career and we are proud to have him as part of Haas F1 Team.
If he has never worked with F1, he has excellent knowledge of the sports market in the United States as he has worked for the NFL team the St. Louis Rams, the Miami football team, and in IndyCar. His mission will be to convince American companies to join his new employer, as he comments: « One of our main objectives as the only American F1 team is to help grow the sport in the United States. With the global audience of Formula 1, Haas F1 Team is uniquely positioned to offer a communication platform to brands that wish to develop their business in key countries abroad. »
The strategy adopted by Haas for hiring a marketing director is therefore relatively similar to the one adopted by the Austin circuit, which had brought in Dominic Iacono, an expert from Procter & Gamble, where he had experience on the side of a sponsor involved in the sport.
Adam Jacobs’ task will be simplified by the fact that the main sponsor of the team will obviously be Haas Automation, the company founded by Gene Haas. He will therefore need to focus his research on companies looking to be present, but necessarily with a maximum level of media exposure, which will allow for a reduction in the entry fee demanded.
With the participation of www.Racingbusiness.fr
