William Storey is a British businessman and entrepreneur who has gained notoriety for his unusual business methods and brash claims. Storey has tried to make Rich Energy a rival to Red Bull. He is best known as the founder of Rich Energy. Nonetheless, his involvement in sports sponsorships, Formula One, and football club ownership has divided opinion in the business community.
Early Life and Career
Storey was born on September 13, 1978, in Richmond, London. He attended Tiffin Boys’ School and studied mathematics at the University of St Andrews. Before starting Rich Energy, he was a professional gambler, IT consultant, and sports manager. He managed British boxer Frank Buglioni and set up his sports management firm.
Storey was not well-known until he was involved in business sponsorships and takeovers.
Rich Energy: The Mysterious Energy Drink Brand
In 2015, William Storey gave birth to Rich Energy, an energy drink brand, to take on Red Bull and Monster Energy. He advertised the company as a premium British option and alleged that it has enormous funding and production capability.
But critics and industry experts raised eyebrows at how the drink was “not available”, with reports that Rich Energy was hard to come by. Many people raised questions regarding the company’s ability to deliver by backing Storey’s claims.
Haas F1 Sponsorship and Controversy
One of Storey’s most infamous business moves was sponsoring the Haas F1 Team in 2019 by Rich Energy. The agreement made Rich Energy the title sponsor, with Storey regularly bragging about the sponsorship deal. However, the sponsorship quickly unravelled.
- Rich Energy was caught in legal matters with Whyte Bikes and charged with stealing its logo design.
- The brand’s social media activity raised eyebrows with its criticism of Haas and posts contradicting the sponsorship deal.
- In October 2023, Rich Energy announced on Twitter that it was cancelling its sponsorship of the Haas F1 Team due to the team’s poor performance and political correctness.
- Haas followed that up by confirming that they had ended their relationship with Rich Energy.
Storey’s reputation took a hit with the publicity stunt comprising of a public relations deal rather than a serious partnership.
Failed Football Club Takeovers
After the Haas F1 controversy, Storey shifted his focus to owning a football team. Over time, he has shown interest in purchasing several clubs, notably.
- Storey claimed he spearheaded the takeover bid for Sunderland AFC, but the club rejected his approach.
- He was rumoured to have made a bid that was not true for Coventry City.
- Storey made a £50 million takeover offer for Reading in 2023, promising a future investment upon a successful takeover. But people didn’t believe he could afford to fund the deal, so nothing happened.
Many supporters and analysts view Storey’s attempts to purchase football clubs with suspicion, and many are sceptical of his capacity to fund the deals.
Current Ventures and Public Perception
William Storey is still around in the business and sports world despite the controversies he faced. He still markets Rich Energy and occasionally teases fresh sponsorship deals and takeovers. But business and sports players are still suspicious of him.
To the public, Storey is a controversial customer thanks to his long beard, expressive personality, and flamboyant business dealings. Some people see him as a bold entrepreneur who dares to take risks, whereas others see him as a self-promoter who cannot fulfil his promises.
Conclusion
William Storey became famous through controversy, ambition, and a knack for generating headlines. His professional journey has been a collection of daunting consequences, including several failed football club takeover bids based on the Rich Energy debacle.
Some people like his determination and marketing tactics, but others think his claims and business ideas are fishy. It isn’t unclear whether Storey will turn Rich Energy into a global brand or take control of a football club. However, what’s certain is that he will be in the news for a long time.
