Williams and Haas seek sponsors amid surging U.S F1 popularity

Racing in Formula 1 isn’t an inexpensive venture. The teams at the top all have something in common — an abundance of sponsors.

The teams at the bottom also have something in common — a lack of sponsors.

While sponsorships aren’t exclusive to Formula 1, or motorsport in general, the scope of sponsorships that Formula 1 attracts is entirely different.

Winning is an essential factor in attracting these sponsors.

In the United States, it’s the only thing that matters.

And that’s the challenge for teams like Haas and Williams.

With the popularity booming, the pressure is on to make stronger partnerships.

Guenther Steiner, principal of Haas Formula 1 team, knew how big F1’s U.S. popularity had grown when he was stopped multiple times on his way to breakfast in Las Vegas and was approached by at least “5-to-10 people.”

Steiner was among several F1 representatives in Vegas for its Fan Fest, where drivers tested out a short track and F1 laid out plans for its permanent paddock area.

Between paddock de…