William Storey linked with Sunderland takeover

Mark Scott

William Storey has announced his "disgust" over his ousting as Rich Energy boss with the company subsequently rebranded as Lightning Volt.

Rich Energy CEO, William Storey, has said he has lodged an official bid to takeover English League One club Sunderland.

Storey and his unmistakeable beard rose to prominence in the sports world when Rich Energy were officially announced as the title sponsors of the Haas Formula 1 team on a multi-year agreement starting from the 2019 season and beyond.

However, it ended in September 2019 as the relationship soon turned sour between the two parties and Rich Energy created headlines for all the wrong reasons.

Prior to the official split, Rich Energy claimed they ended the title sponsorship in July 2019 due to Haas’ ‘poor performance and attitude’, while the drinks company were also at the centre of legal disputes as well.


Rich Energy lost a court case relating to copyright infringement with their stag logo closely resembling that of the Whyte Bikes company and the official Twitter account also leaked court documents which suggested that Storey was going to be sued by Red Bull for using the same advertising slogans as them.

The energy drinks company did attract further attention from Formula 1 circles when they declared an interest in becoming the title sponsors for Williams in their 2020 campaign after they split with their now ex-partners ROKiT.

But now it appears Storey is going to try his luck with Sunderland, confirming via Twitter that he has made an official bid.

His post on Twitter read: “I am limited in what I can say due to NDA but I can confirm that I have made a formal legal offer for @SunderlandAFC.

“I have significant funding from blue chip backers. Sunderland are a giant of English football & their fans deserve a team to reflect that stature #SunderlandAFC.”

Rich Energy do already have previous ties to football as they are listed as an official partner of Premier League club West Ham.

They signed as ‘Official Energy Drink’ of West Ham United Ladies in summer 2017.

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