William Storey takes to social media to make another Sunderland takeover claim

William Storey has once again taken to social media to reaffirm his intention to buy Sunderland AFC - despite Stewart Donald being in exclusive talks with another party.

Storey’s interest in the Black Cats was revealed last month and it has since been met with widespread opposition and scepticism by fans.

The energy drink businessman has been vocal on social media despite claiming to have signed a non-disclosure agreement.

Donald has come under increasing pressure from an angry fanbase to sell with the club facing up to a third season in League One.

Rich Energy CEO William Storey.


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A host of individuals and groups have been linked with a move to buy the club with Mark Campbell, Sammy Yu and Storey all keen, though it emerged last month that Donald was now in a period of exclusivity with a potential buyer and while the identity is yet to be revealed, it is not either Campbell or Storey.

Despite that, Storey, CEO of Rich Energy, has again gone public with his intentions.

Again taking to Twitter, Storey posted: “To respond to the queries from fans and media: My fully funded bid has been legally submitted to the club & welcomed by the board.

“Still under NDA & deal currently in the hands of lawyers. My partners & I are working very hard for a successful outcome #Sunderland #SAFC #Football.”


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Storey is best known for his energy drink brand Rich Energy – which has been embroiled in controversy since it was first floated as a concept in 2015. Information about the company and the energy drink itself is limited, as too is any knowledge of the exact depth of Storey’s wealth.

But Rich Energy are best known for their ill-fated sponsorship of Formula One team Haas, which lasted less than a year.

Donald reaffirmed his commitment to sell Sunderland last month following a meeting with fan groups, before confirming his £37.6million price tag.

There has been no further public comment since from Donald or the club, with the club unable to discuss or provide information regarding any individual, or group, that has previously signed a Non-Disclosure Agreement.


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Sunderland has been officially up for sale since the start of the year, though twice last summer the club came close to changing hands with Campbell and the American FPP group holding talks.

Donald has been criticised by fans, with supporters worried about the future direction of the club, the failure to win promotion and the raft of young players leaving the academy. Supporters have also expressed concerns over the finances.

Madrox admitted to the Echo in May the Covid-19 pandemic had slowed the sale process and stated they’d only sell to a buyer who had the ‘long term future of the club and its well being at heart’.

Preparations are continuing for the 2020-21 season in the meantime with Sunderland busy in the transfer market, so far adding Aiden O’Brien and Bailey Wright to the squad.


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