Rise & demise of Rich Energy/ Haas relationship – in tweets

Michelle Foster


It began with a vow to beat rival (if we can call them that) energy drink company Red Bull, and ended with accusation of collusion.

Haas partnered up with British energy drink company Rich Energy for this year’s championship, signing William Storey’s company as their title sponsor for three years.

The relationship never delivered the promised greatness and, as of Monday, it seems Haas are no longer sponsored by Rich Energy, it is now Lightning Volt – and Storey is no more.

As we look back through the relationship and what went wrong, it seems only right that we do so through Storey’s favourite means of communication, Tweets…

After three years without a title sponsor, and may we add great results for a newcomer, Haas signed their first-ever title sponsor in energy drink company, Rich Energy.

It was supposed to be the start of great things.

Such was Storey’s bullishness, he proclaimed: “We are confident we will beat Red Bull in many races this year.”

But then it began to fall apart as Haas struggled to get the results on the track, and Rich Energy and Storey were sued by Whyte Bikes over copyright infringement of the stag logo.

They lost with the judge going as far as to question Storey’s character.

Judge Melissa Clarke said: “I am satisfied that some of Mr Storey’s evidence was incorrect or misleading and that he was involved in the manufacture of documents during the course of litigation to provide additional support for the Defendants’ case.”

Twitter of course loved it…

Haas removed the copyrighted stag ahead of the Canadian GP with Storey vowing to fight on for justice.

And who can forget the ‘oh deer’ tweet that followed…

Short of money and ordered to pay court costs – with damages to come, CEO Storey announced the end of Rich Energy’s sponsorship of Haas.

He cited “poor performance”…

He then accused “minority shareholders cosy with Red Bull & Whyte Bikes” of staging a “palace coup” that “failed”.

Haas denied the end of the partnership and continued to run the stag-less Rich Energy sponsorship at the British GP.

Storey thought that was rather funny…

He found Haas’ double retirement, the result of Romain Grosjean and Kevin Magnussen crashing into one another on the opening lap, even funnier.

But then the jokes stopped…

Storey announced his ousting from Rich Energy, selling his shares in “disgust” over the behaviour of his shareholders.

And then it was over, oh so very over, with Rich Energy becoming Lightning Volt and Matthew Kell taking over as director.

But we may not have heard the last from Mr Storey…

Follow us on Twitter @Planet_F1 and like our Facebook page.