CIRCUIT DE BARCELONA-CATALUNYA, SPAIN – FEBRUARY 17: Guenther Steiner, Team Principal of Haas F1 during the Haas VF-20 Filming Day at Circuit de Barcelona-Catalunya on February 17, 2020 in Circuit de Barcelona-Catalunya, Spain. (Photo by Andy Hone / LAT Images)
In preparation for the upcoming Formula 1 season in 2024, specifically in January 2024, Haas F1 team made an announcement in tabloid format informing that Steiner will no longer be the Team Principal. In his place, they have chosen Ayao Komatsu, who was already part of the team.
As months passed, the situation worsened, as Steiner allegedly took legal action against his former team for breach of contract. This action was motivated by unpaid commissions from the years 2021 to 2023. The tabloid reported on this matter, highlighting the conflict between Steiner and the Haas F1 team.
According to the tabloid, Steiner filed a lawsuit in North Carolina during the last week of April 2024. In this lawsuit, he claims that Haas F1 owes him royalties for the continued use of his image in promotional materials and merchandise. The tabloid emphasized the legal documents stating Steiner’s lawyers’ argument that Haas F1 should not withhold the benefits he earned after years of using his reputation, experience, and connections in the sport.
The tabloid also highlighted Steiner’s rise to fame after his appearance in the popular Netflix documentary series, “Drive to Survive.” His legal team argues that Haas F1 is still benefiting from his popularity. The tabloid further emphasized this point by stating that the exposure gained from the series was incredibly valuable for the team, especially as they sought additional sources of revenue to sustain themselves in the costly world of Formula 1.
The American Formula 1 team, Haas, has responded to their Team Principal, Guenther Steiner, by taking legal action against him. According to a recent report from Motorsport.com, Haas has filed a lawsuit in the Central District of California, Western Division. Their legal action is in response to Steiner’s autobiography, titled “Survive to Drive”, which they claim violates their trademarks. The lawsuit alleges that Steiner used and displayed the trademarks and visual identity of Haas Automation without permission, profiting from the publication. Haas Automation claims they never consented to Steiner using their intellectual property and that he continues to sell and promote the book, generating substantial revenue.
Steiner, who has served as Team Principal of Haas F1 since its founding in 2016, has been accused of not adequately addressing the concerns of Haas Automation. The team claims they notified Steiner before filing the lawsuit, but he took no action to stop or mitigate his alleged infringement. According to Haas’ legal documents, the book has sold over 150,000 units and generated revenue exceeding $4,500,000 by January 2024. Haas Automation alleges that Steiner promoted and sold the book through various media, both print and digital, violating their exclusive intellectual property rights.
The decision to take legal action against Steiner came after Gene Haas, the team owner, expressed dissatisfaction with the team’s performance. Tired of consistently finishing last, Haas decided to change the leadership of their Formula 1 team. Currently, the Haas F1 Team is in seventh place in the 2024 Formula 1 Constructors’ Championship, a significant improvement from their last place finish in 2023.
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