Williams Racing and Duracell have announced the extension of their partnership in Formula 1, originally signed before the 2022 season. This partnership will continue until 2025. The visual integration of Duracell, notably with its iconic airbox incorporating the copper and black colors, will remain a striking element of the Williams cars, driven by Alex Albon and Carlos Sainz from 2025.
Duracell, the global leader in batteries, has distinguished itself with innovative campaigns including retail activations, multi-market television advertisements and creative social media engagements. The collaboration with Williams now extends to specific elements of the Las Vegas Grand Prix: the DRS flaps of the FW46s feature a Duracell battery aesthetic, while the DRS button adopts the iconic copper color, in line with the sponsorship of the zone DRS of the race.
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Duracell joins long-standing partners Kraken and Gulf Oil International, reflecting increased confidence in Williams Racing's ongoing transformation and its ambitions for championship success. This partnership illustrates the alliance of two brands guided by a quest for performance and technological innovation, offering new impetus to the team at a key moment in its evolution.
Williams Racing Commercial Director James Bower said: “Williams is proud to count on Duracell for its return in 2025 and beyond, as we continue to build lasting relationships with industry-leading brands that share our vision and values. This partnership has given rise to moments memorable and to an iconic brand that has become a fan favorite on our cars, and we look forward to the next chapter as we continue to build momentum. ”
Ramón Velutini, Global CMO of Duracell added: “We are delighted to extend our partnership with Williams Racing as we continue to support their journey back to the top of the grid. Our shared passion for performance and our relentless quest for improvement make Williams Racing an ideal partner for Duracell. Both Williams Racing and Duracell are “built differently,” embodying the belief that “good enough” is never enough. I'm particularly excited that our exclusive 'Power Boost Ingredients™' technology will power their devices, both on and off the track. ”
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