Rich Energy’s Latest F1 Return Announcement Raises More Questions Than Answers

February 15, 2021 12:08 pm

British energy drinks brand Rich Energy has been associated with F1 in the past. Having partnered with Haas in 2019, that deal ended midway through the season and a lot of drama surrounded the controversy as well.

But, about a week back or so, Rich Energy had teased some forthcoming ‘major news’ on their Twitter handle. Taking to the social media platform was the firm’s CEO, William Storey, who has now delivered the announcements.

Storey said, “So I’ve been looking for a way in which Rich Energy can return optimally, both for us and to help the team that we are going to work with.

Rich Energy due to become title sponsor of an unnamed F1 team in 2022

“A strategic ally of Rich Energy has agreed to purchase a majority stake in an existing team. We did explore with the new regulations actually entering our own team for 2022, which would be Rich Energy Formula 1 team.”

Reports suggested that former F1 magnate Bernie Ecclestone has helped engineer a deal that sees Rich Energy make a return to the sport in a sponsorship capacity. While the name of the team remains unknown, Storey has said that they will become a ‘partner’ of this unnamed outfit in the upcoming 2021 season.

Storey continued, “But a friend of ours has agreed a deal for a majority stake in a Formula 1 team, and we will become a partner of that team for 2021. Once that acquisition is announced, we will become the title sponsor for 2022.”

The company had reportedly explored potential deals with McLaren and Williams in the past

“I’m really looking forward to competing with our competitors on-track. I’ll be at the first race, March 28 in Bahrain, and I look forward to seeing you all there,” concluded Storey.

ABU DHABI, UNITED ARAB EMIRATES – DECEMBER 12: Nicholas Latifi of Canada driving the (6) Williams Racing FW43 Mercedes on track during final practice ahead of the F1 Grand Prix of Abu Dhabi at Yas Marina Circuit in Abu Dhabi, United Arab Emirates. (Photo by Bryn Lennon/Getty Images)

Prior to the start of the 2020 F1 season, speculation emerged that the firm wanted to tie up with Williams. There had also apparently been talks with McLaren as well, but the Woking-based outfit dismissed the rumors at the time.

As it stands, though, it remains unknown as to which F1 team Rich Energy will associate themselves with. Therefore, it becomes a case of ‘wait-and-watch’ as we draw closer to the 2021 campaign.

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Bhargav Gopal

Hailing from Bengaluru, Bhargav is an F1 and NASCAR author for EssentiallySports. He is a huge fan of Max Verstappen and Red Bull Racing. Bhargav also has an MBA in Sports Management from the Symbiosis School of Sports Sciences, Pune. Bhargav is quite a genius in his field, having won the All-India Marketing Case Study Competition 2015. He also loves to combine his love for marketing and sports by taking part in competitions like Knockout: Sports Marketing Case Study by IIM Ahmedabad.

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