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Racing with Rich Energy: How a Rogue Sponsor Took Formula One for a Ride Paperback – October 13, 2022

by Elizabeth Blackstock (Author), Alanis King (Author)
3.8 3.8 out of 5 stars 134 ratings
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Formula One has long maintained a glitzy aura that masks dark and strange goings-on in the background. But with the 2019 season came a force louder than Formula One could dream of muffling: William Storey, the founder of British energy drink startup Rich Energy.

Storey became a multimillion-dollar sponsor of the Haas Formula One team a year after records showed Rich Energy having a mere $770 in the bank. He equated his doubters to moon-landing truthers and publicly mocked both the Haas team and the entities winning legal disputes against him. But where were actual cans of Rich Energy, and did the supposed sponsorship funds exist?

In the six months between Storey's first race as a Formula One sponsor and his very public exit, he stole the spotlight with a loud mouth and an active Twitter account. Haas team boss Guenther Steiner once described the Rich Energy news cycle as: "I'm getting sick of answering these stupid fucking questions on a race weekend. I've never seen any fucking thing like this." No one else had, either. This book uncovers the complete, bizarre story.

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Previous page
  1. Print length
    292 pages
  2. Language
    English
  3. Publisher
    McFarland
  4. Publication date
    October 13, 2022
  5. Reading age
    18 years and up
  6. Dimensions
    6 x 0.58 x 9 inches
  7. ISBN-10
    147668880X
  8. ISBN-13
    978-1476688800
  9. See all details
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Editorial Reviews

Review

“A well-reported and often hilarious romp through the twists and turns of the Rich Energy sage in Formula 1, Racing with Rich Energy is a tale that’s so ridiculous it’s hard to believe it’s not fiction…Whether you’re a long time F1 fan or just got into the sport because of ‘Drive to Survive,’ the book is an excellent companion piece for even the most casual fan.”―The Autopian

“Their style of writing will keep you riveted to this disaster unfolding like being unable to turn away from a train wreck…fun…a very worthwhile read”―Deep Throttle

“Blackstock and King take their audience to a world where technology, hard work, and money are necessary for success…As long as motorsports attract ne’er-do-wells, there will be a need for books like Racing with Rich Energy.”―H-Net Reviews

About the Author

Elizabeth Blackstock is a novelist and motorsport journalist.

Alanis King is an automotive and motorsport journalist.

Product details

  • Publisher ‏ : ‎ McFarland (October 13, 2022)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 292 pages
  • ISBN-10 ‏ : ‎ 147668880X
  • ISBN-13 ‏ : ‎ 978-1476688800
  • Reading age ‏ : ‎ 18 years and up
  • Item Weight ‏ : ‎ 6.3 ounces
  • Dimensions ‏ : ‎ 6 x 0.58 x 9 inches
  • Customer Reviews:
    3.8 3.8 out of 5 stars 134 ratings

About the authors

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  1. Alanis King

    Alanis King

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    Alanis King is an automotive and motorsport journalist who loves cats and chain restaurants. She works as an editor at Business Insider and a contributor for publications like Road & Track and Top Gear, and you can find her online at @alanisnking.

    See more on the author's page
  2. Elizabeth Blackstock

    Elizabeth Blackstock

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    I'm Elizabeth Blackstock, novelist and motorsport journalist. My debut book, "Racing with Rich Energy," follows the tale of Haas F1's tumultuous 2019 season with its chaotic energy drink sponsor.

    See more on the author's page
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Customer reviews

3.8 out of 5 stars
3.8 out of 5
134 global ratings

Top reviews from the United States

Eric Lee Davis
5.0 out of 5 stars Must read for anyone who was fascinated by the Rich Energy implosion
Reviewed in the United States on October 11, 2022
Verified Purchase
This is a really well researched book on the train wreck that was Rich Energy. I was one of those people fascinated by what appeared to be a modern day snake oil salesman who seemed to actually be pulling the wool over everyone’s eyes.

In a society where people seem to think they can make the world fit them just by yelling the loudest, being the biggest bully, and continually moving the goalposts, I definitely had my popcorn out when Story was making headlines. I did some digging myself and realized just how “house of cards” all his claims were.

What I found most interesting with his operating patterns was how he would make an outrageous tweet, it would get picked up by a news-scraping service and posted, then he would RT the scrapped article as justification of how every news outlet is talking about him. Rinse and repeat.

After his huge embarrassment in leaving Haas, I watched him employ the same tactics at Sunderland with the same result.

Good book. Give it a try. There were a lot of things I hadn’t heard before, and I was invested in the Story. (Yeah, I know I misspelled his name)
3 people found this helpful
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Amazon Customer
5.0 out of 5 stars Informative
Reviewed in the United States on June 21, 2023
Verified Purchase
I did not follow this story as closely as others. This read provided all the information I hoped for. Absolutely zero complaints. It's well written and kept my interes
One person found this helpful
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CBinIN
2.0 out of 5 stars This book is basically a compilation of publicly available information.
Reviewed in the United States on December 27, 2022
Verified Purchase
Imagine trying to put the internet in book form. That's essentially what this book is.

If you were actively following this sponsorship debacle in real time, you won't find much new information here. No interviews with key players who hadn't been heard from before. No details or background on the events leading up to the sponsorship announcement. Just a lot of: "the authors asked, no one answered". It gets so bad, at one point one of the people they interview is some random Romain Grosjean fan. Yes, I'm serious.

However, the authors did manage to weave a constant thread of woke journalism throughout, so there's that.

I wanted to love this book. I am a motorsport enthusiast with a library containing hundreds of racing-related books. I was genuinely excited when I heard about this project. The topic deserves more. Perhaps as more time passes more people will be willing to talk. Until that happens, save your money.

That said, I'm sure the effort the authors put into this compilation was no small task. I commend them for attempting to tackle the topic.
17 people found this helpful
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Joel Mickells
5.0 out of 5 stars Must for any F1 fan
Reviewed in the United States on October 30, 2023
Verified Purchase
I give the authors who wrote this a lot of credit because they really did their research on this fiasco that was a train wreck you couldn't look away from. I enjoy reading it and learning what happened behind the scenes
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Brian Wakil
1.0 out of 5 stars Total disappointment
Reviewed in the United States on April 14, 2024
Verified Purchase
I may have finally found the worst book I've ever (partially) read in my life.
This is the most scattered, unintelligible read you may also ever come across.
There are more turned-down requests for interviews than actual ones. Within a few pages you get the entire story: Rich Energy is a hoax and so was their involvement in sponsorship. 12 words. The authors could have stopped there and we would know all we need to. Instead they tortured the reader with pages of unrelated F1 lore and empty 'facts'. As a 45-year fan of F1 I had hoped I might learn something new. I actually feel dumber for reading this mess.
2 people found this helpful
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MJBSTLDC
5.0 out of 5 stars A Cautionary Tale that gets more relevant by the day!
Reviewed in the United States on October 13, 2022
Verified Purchase
Racing with Rich Energy goes beyond a spectacular tale of Formula 1 sponsorship woe. It chronicles the entire history of dodgy sponsorships that gave hope to decades drivers and teams, only to snatch that hope away. As I reflect on the news this week about the premature end of the W Series championship due to -- you guessed it -- a sponsor that did not deliver, I began to realize that this is indeed a cautionary tale. The best and brightest drivers and engineers will only rise to the top when motorsport is put on a solid financial footing. Until then, they will continue to fall prey to these charlatans who dangle cash at those chasing their dream.
One person found this helpful
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Steve
2.0 out of 5 stars If you've come for answers, you won't find them
Reviewed in the United States on November 13, 2022
Verified Purchase
This book is mostly a montage of Tweets from Storey and Rich Energy, and the authors' projections of the meanings behind them. They admittedly asked 150 different people to comment on the saga, and only a small handful agreed to comment. It's like they wrote a whole bunch of material hoping for information to be made clear by people actually connected to Rich Energy, but no one ever actually came forward to allow the story to make any sense. So, they just published the book anyway and basically said "we've learned nothing new." So if you're a huge F1 fan maybe you'll find some interest in the book, but if you're really looking for info on just what the hell happened between Rich Energy and Haas, just read a couple of Jalopnik articles.
23 people found this helpful
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Joseph S. Dantoni
5.0 out of 5 stars Well Researched--Great Read
Reviewed in the United States on October 19, 2022
Verified Purchase
Formula 1 is a messy complex sport, and Elizabeth and Alanis do a wonderful well-researched job of walking through it's recent history and financial challenges to tell the flawed story of Haas F1 and Rich Energy. Excellent read for anyone into racing or sports business in general.
One person found this helpful
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Top reviews from other countries

JV
2.0 out of 5 stars Disappointing
Reviewed in Canada on January 14, 2023
Verified Purchase
I badly wanted to like this book but unfortunately I’ve pretty much read most of what is in this book from Liz’s online articles about Rich Energy on the Jalopink website she writes for. In fact many times the comment section under her articles by other readers had more relevant info added to the story of this scam company and it’s ZZTop like CEO. It’s a fair book if you are not a hard core F1 fan with good knowledge. I get the impression that someone suggested to these two web based writers that they could get a book out of this. They have barely scratched the surface. Supposedly there is an F1 journalist that works in the paddock and has access to all F1 chief principals that is writing a book that dives far deeper into Mr Story, his shady background and his company. That book - I really want to read when it comes out.
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Gonzalo
5.0 out of 5 stars So much fun
Reviewed in Spain on September 25, 2023
Verified Purchase
Both Elizabeth and Alanis are masters at writing a snappy and factual, entertaining and informative story about one of the most bizarre seasons for Formula 1. I still remember all the news about Rich Energy in F1 and this book just opened a whole door onto what happened!
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Stephen
1.0 out of 5 stars Poor content, just a summary of what was said on twitter, no real insight
Reviewed in the United Kingdom on September 10, 2023
Verified Purchase
The book is just a summary of what was said on twitter, during Rich energy sponsoring a Formula 1 team. A lot of text is repeated, to bulk the text out. Really poor journalism, for example their are numerus parts when the text shows emails they sent and to which they had no replies.

Also, the author demonstrates no understanding of formula 1 history.

Very poor book.
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Brock Bolton
2.0 out of 5 stars Hoped for more
Reviewed in Canada on November 22, 2022
Verified Purchase
I had high hopes for this but it was disappointing. I had hoped it would provide insight, but unfortunately many of the main players refused comment and it relied a bit too heavily on diving into Twitter content.

To its credit, there are many references, and the chapter about the history of sketchy sponsors in racing was interesting.
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Edward K.
2.0 out of 5 stars No revelations
Reviewed in the United Kingdom on January 9, 2023
Verified Purchase
If you're looking at this book you know the subject, and if you know of the subject then there's nothing in here you won't already know. On top of that it's strangely written and edited, it is oddly personal, more like it was written to settle scores than inform.
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