William Storey Back in BSB as Rich Energy Sponsors Look Forward Racing
William Storey is back in the BSB paddock, as Rich Energy sponsors the C & L Fairburn Properties Look Forward Racing team
The sports sponsorship machine that is Rich Energy and its enigmatic CEO, William Storey, is back in the world of motorsports, thanks to a sponsorship deal with the C & L Fairburn Properties Look Forward Racing team.
The return of the Rich Energy brand to the paddock marks two years since it was last seen, then as the title sponsor of the OMG Racing squad with whom Bradley Ray was crowned the 2022 BSB champion.
Taking to ‘X’ (formally Twitter) to break the news, Look Forward Racing team owner Chris Fairburn said:
“Rich Energy is an exciting British brand that have been involved in motorbikes for many years at the [Isle of Man] TT, Macau Grand Prix and BSB.
“I'm excited to work with them as they take on the big boys in the energy drink market and we do the same on the track in British Superbikes and in road racing. This partnership offers enormous synergy.”
Storey has previously been involved in a deal which saw Rich Energy as one of the main sponsors of the Haas F1 team, although that deal eventually went sour and Rich Energy branding was eventually dropped from the car. At the time the drinks brand cited Haas’ poor run of form for its withdrawal from the deal.
Speaking about the latest deal with Look Forward, Storey said:
“I've known Chris [Fairburn] for a number of years & admire his passion & investment in superbike racing.
“He has built a fantastic team of people and as we grow Rich Energy globally I feel they are the perfect partners for us on two wheels with a similar David [versus] Goliath philosophy.
“The scope of this partnership excites me and I'm looking forward to working with C & L Fairburn Properties Look Forward Racing in 2025 and beyond.”
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
