RALEIGH, N.C. (CN) — Former Formula One team Haas principal Guenther Steiner sued the team in Charlotte court Tuesday claiming unpaid commissions from 2021 to 2023 and the use of his likeness in promotional materials and merchandise.
Steiner, who has over 35 years of motorsports experience, helped to build Haas’ Formula One team, recruiting sponsors, crew members and engineers and helping to keep the team financially viable at its inception. He served as team principal from 2014 to 2023, including during the team’s debut in 2016.
In January, team owner Gene Haas chose not to renew Steiner’s contract for the 2024 season, instead replacing him with trackside engineering director Ayoa Komatsu.
In a heavily redacted lawsuit, Steiner claims he was supposed to receive annual payouts in January for the previous year, but Haas Formula didn’t pay certain commissions for 2021, 2022 and 2023 in violation of their employment agreement.
Steiner's claims include breach of contract, violations of North Carolina wage law and unauthorized use of likeness. In an included employment agreement, Steiner waived the right to a jury trial in favor of a bench trial.
In the lawsuit, Steiner says Haas Formula is selling merchandise with his likeness on it, and is continuing to promote its brand using his name and image on promotional materials, and on its website. Steiner claims this use is without authorization following the end of his employment, and that Haas Formula has not paid him royalties.
This past fall, Steiner “laughed off” rumors that he would sue Haas for $900 million for an ownership stake in the team. Steiner does not mention how much he's suing for in the lawsuit.
“After years of accepting the benefits of Mr. Steiner's reputation, experience, and deep connections within the sport, Haas F1 cannot withhold from Mr. Steiner the benefits he has earned,” the lawsuit reads.
Steiner attributed the fan-favorite success of the Haas Formula One team to his personal notoriety in Netflix’s docuseries “Formula One: Drive to Survive”, which he starred in from the first episode. The first season of the show came out in 2017, and Steiner’s participation helped to drive additional revenue streams for the team.
Haas’ Formula One team, which was the first U.S.-based Formula One team since the 1980s, finished in the top 10 of Formula One’s Constructors’ Standings from 2018 to 2022 under Steiner’s leadership.
In attached exhibits, Steiner and Haas Formula agreed to toll the statute of limitations in January, providing time for Steiner to file suit.
Haas Formula did not respond to a request for comment sent outside normal business hours.
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