Haas has previously struggled with title sponsorship, which have included controversial partnerships with Rich Energy in 2019 and most recently UralKali in 2021, a Russian potash fertilizer producer which then-driver Nikita Mazepin’s father Dmitry is a key shareholder.
While this will generate a decent cash flow, Croft believes that they could put pressure on Steiner if results do not improve.
Speaking on the Sky F1 podcast, he said: “The key for me with Haas is that they’ve also now got a long-term partnership with a title sponsor.
“There’s money coming into that team now that isn’t Gene Haas or Nikita Mazepin linked and that title sponsor deal should allow them the freedom to pursue more upgrades, to actually have a bit more of a technical budget.
“But also with it comes pressure, because I’m sure that sponsor will want to see a bit more success on the track and at the moment things are very harmonious and it’s all good on both sides.
“But Guenther will find himself under pressure the more they attract big sponsorship deals and I think they will do. I really do. They’re a really marketable asset, they are the underdog fighting against the big dogs, Haas and Guenther is very good at laying down that narrative as well.
“But with that comes pressure and I think next year’s a really interesting year for Haas because they can’t afford to and shouldn’t be struggling at the foot of the table.”
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