‘The Greatest Comeback Since Lazarus’: Rich Energy Claims It Will Return To F1

Rich Energy previously sponsored the Haas F1 Team, but their relationship soured after the energy drinks brand terminated their partnership due to “poor performance.”

Rich Energy F1 Sponsorship 2021 - Formula1news.co.uk

William Storey, the founder of energy drink brand Rich Energy, has claimed that the company will be returning to Formula One, without providing further details.

“F1 incoming. The best energy drink in the world mounting the greatest comeback since Lazarus.  Premium British performance,” Storey wrote in a tweet on Tuesday.

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Rich Energy entered into a sponsorship agreement with Haas a couple of seasons ago, but their relationship came to an abrupt end after Storey terminated the deal due to “poor performance” in 2019.

“Today [10 July] Rich Energy terminated our contract with the Haas Formula One team for poor performance,” the energy drink brand said in a statement in 2019.

“We aim to beat Red Bull Racing and to be behind Williams Racing in Austria is unacceptable. The politics and PC attitude in Formula One is also inhibiting our business. We wish the team well.”

It is unclear if Rich Energy will be returning to Formula One as a sponsor of a team or an individual driver, but the F1 community is likely to be cautious when dealing with the firm given the manner in which they ditched Haas and withheld payment.

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