Sponsorship in Formula 1 is going through a funny phase right now. While blue-chip brands and big names such as Shell or Heineken remain heavily involved, plenty of new, more niche names are also joining the sport. Huski Chocolate, SportPesa and ROKiT are just three of the more obscure names looking to boost their profile after becoming major sponsors at McLaren, Racing Point and Williams respectively, the latter two taking title partnerships to prove the concept is still alive and kicking. But the biggest sponsor story in F1 over the past year or so has been that of Rich Energy, the enigmatic, unashamedly brash energy drink brand that has made a splash in motorsport – for better or for...
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