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Rich Energy Drops Top British Superbike Team OMG

Kyle Ride of Rich energy OMG Racing at Brands Hatch in 2021.

Kyle Ride of Rich energy OMG Racing at Brands Hatch in 2021.
image: Ker Robertson (beautiful pictures)

Abundant energyenergy drink sponsor has been well known during his tenure as the main sponsor of Haas .’s Formula 1 Team In 2019, it happens again. Earlier this week, Twitter account Rich Energy HQ announced that they will no longer be sponsoring Racing OMG, a British Superbikes team currently leading its championship. There’s just one problem: OMG Racing actually disagrees with that statement.

“Rich Energy would like to thank OMG Racing for their work over the past 2 years but the entire deal is now closed,” the Twitter post read. “Rich Energy is expanding its portfolio in many areas including sports.”

If you click that link to the Rich Energy website, you will be taken to a site under construction. To purchase any product, you must send an email.

Based on Motorsport magazineOMG Racing team principal Paul Curran “said he was considering blocking reporters’ phone numbers” after a long morning of calls from journalists seeking clarification.

Earlier today, OMG Racing released a group statement on the issue read, in part:

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

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 owner of the global sales and distribution rights for Rich Energy (vintage) and Rich Energy Sugar-Free beverages.

This sponsorship agreement was established in March 2020 prior to the 2020 BSB season and remains in effect at this time. This funding is also extended to support the team’s entry into the Northwest 200 and Isle of Man TT Races in 2022.

So Rich Energy OMG Racing does not appear to be sponsored by Rich Energy, it is sponsored by RichOMG Limited. Two completely different companies. That’s fine – except, we’ve been through this weird fracturing before.

If you need to watch Haas’ drama again, here’s the synopsis: Rich Energy has signed on as Haas’ main partner for the 2019 F1 season. Halfway through that season, Rich Energy tweeted that it no longer sponsors Haas. Except, some parts of Rich Energy’s corporate organization disagree. Haas himself disagreed. Then, Rich Energy splits; one side holds the name Rich Energy while the other becomes Lightning volts. At the end of the day, however, Haas ended without a title sponsor, one of the more shameful failures of modern F1 history.

That poor record hasn’t exactly prevented other teams, drivers or race series from turning to Rich Energy as potential sponsors. Since the Haas debacle, Rich Energy has secured deals with OMG Racing in the British Superbikes and Rich Energy BTC Racing in the British Touring Car Championship. The old one is now disintegrating; Let’s see what happens next.

Perhaps the most interesting thing, though, is that Rich Energy dropped OMG during a solid competitive season (which is certainly the most flawed of the Haas era). Currently, Bradley Ray of the Rich Energy OMG Racing Yamaha team is leading the Superbikes championship with 216 points – 16 points more than the nearest competitor. The team’s other driver, Kyle Ryde, sits in fifth. I cannot say that this is the ideal time to cut ties.

Rich Energy has long been part of some really compelling funding strategies, but I have to say the OMG model seems to be one of the most…complex, we’ll say. If only someone wrote a book about this that could shed more light on the chaos.

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