Rich Energy superbike team hits back by claiming sponsorship still in place

Motorcycle News

OMG Racing has responded to claims by William Storey that Rich Energy no longer sponsors the team – but a statement released poses as many questions as it answers

Rich Energy’s mysterious motor racing links became even more opaque today after the British Superbike OMG Racing team refuted claims that its sponsorship deal with the drinks brand had come to an end.

It follows Rich Energy CEO William Storey’s statement, saying that the firm had terminated its deal with the team, released hours after Rich Energy-branded bikes had competed in the Donington Junior Supersport round.

OMG Racing, which leads the British Superbike Championship with Bradley Ray, had remained silent until this afternoon, when it said that the sponsorship agreement with the team remains active.

In a twist, it said that neither Storey nor Rich Energy were in fact backing the team. Instead, the contract was between OMG Racing and RichOMG, which holds the global distribution rights to the drink.

Both team and distributor are controlled by the same man, Alan Lowe, and are registered at the same Stratford-upon-Avon address.

On Sunday, Storey had apparently claimed, via Twitter, that “the whole agreement is now at an end.”

He went on to speak to Superbike in which he claimed OMG had been “slandering” its title sponsor.

“They could not do deal [sic] and our corporate partners indicated they were not appropriate to be involved with the brand,” he said. “We then heard first hand from people in the paddock that omg [sic] had been misrepresenting their position with Rich Energy and slandering the owners. This rendered their position tenuous at best.”

OMG declined to give an immediate response but has now released its statement on the matter.

“Following certain social media posts, press interviews, and publications over the last few days, the Rich Energy OMG Racing team would like to make a statement of facts regarding the sponsorship of the team in the Bennetts British Superbike Championship (BSB),” it reads.

“Rich Energy OMG Racing is not, and has never been, sponsored by William Storey.

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“Rich Energy OMG Racing is not, and has never been, sponsored by the Rich Energy brand owners.

“Rich Energy OMG Racing is sponsored by RichOMG Limited, the global sales and distribution rights holder for the drinks, Rich Energy (classic) and Rich Energy Sugar-Free.

“This sponsorship agreement was established in March 2020 ahead of the 2020 BSB season and remains firmly in place at this time. The sponsorship also extended to support the team when contesting the Northwest 200 and the Isle of Man TT Races in 2022.”

“Following discussions with RichOMG Limited earlier this week, the Rich Energy OMG Racing team has been assured that all other existing sponsorships that have been undertaken by RichOMG Limited also remain firmly intact and paid for. These include the British Mini Bikes (BMB) Championship, True Heroes Racing, Tim Reeves, Billy McConnell, Dom Herbertson, as well as Chasin’ the Racin’ and Off Track Podcasts.”

In addition to its motorcycle interests, Rich Energy sponsors the BTCC team BTC Racing, currently running Jason Plato in his final year in the championship, and Josh Cook, who has won races this season and is second in the standings. The team was contacted for comment but has not yet responded.