Ryan Peniston’s time under the Centre Court roof may not have lasted long, two hours and three minutes to be precise, but the Briton made the most of it, signing an exclusive drink endorsement deal for the duration of his Wimbledon run. The deal was with Rich Energy, a brand that uses the word “premium” a lot, but is probably best known for announcing they were tearing up a sponsorship deal with Haas F1 in the middle of the 2019 season and calling the car a “milk float”. Last year a similar story played out with an arrangement with Superbike team OMG Racing, while the – let’s say – eccentric CEO of Rich, William Storey, has also been behind an abortive bid to buy Sunderland AFC. All the diary is saying is: enjoy the moment, Ryan!
