Rich Energy finalising purchase of Formula One team Force India

Negotiations between Rich Energy and Silverstone-based Force India, which have been ongoing for the past few months, are in the very final stages.

The energy drinks company’s logo is the stag from Richmond Park, and its founder believes the borough is “key to our story”.

Exclusive image of Rich Energy Racing 

William Storey, CEO of Rich Energy, said he felt the move to buy a Formula One Team was a “natural progression” for the company.

He said: “Formula One makes a lot of sense to support international expansion and motor racing is the sweet spot for our marketing function.

“As a platform, it’s the pinnacle of motor sport and that’s really where we want to be.

“To take on Red Bull in Formula One creates a perfect narrative for what we’re doing with our brand.”

Mr Storey, who is a big fan of motor racing, began working on Rich Energy in 2014 and establish the company officially in 2015.

He describes the drink as an “adult, luxury Red Bull.”

Mr Storey said: “We tried to develop a superior, higher quality Red Bull- it’s made with pure mineral water, and doesn’t have the sickly aftertaste.

“There’s been a lot of bad PR about energy drinks recently but we support the sugar tax and we’re not marketing for kids at all- we’re almost like the Fever Tree of energy drinks.”

The drink is very much high-end- Rich Energy has deals with Hilton Hotels and Marriott and is a partner of Hugo Boss sailing, while being sold at 5,000 “premium” locations across the UK.

It is also the official energy drink of West Ham United and has sponsored the SAS and Navy Seals sporting events.

The car, branded ‘Rich Energy Racing’, is a throw-back to the John Player Special of Team Lotus in the 1970s.

Force India, which was formed in 2007 and finished fourth in the Constructors’ Championship last season, was made available by its owner Vijay Mallya who is facing money laundering charges in his home country.

The exact cost of the deal is yet to be released.