Duracell to power Williams Racing into 2025 and beyond
The announcement hails a new and exciting era for the partnership of two icons driven by performance and cutting-edge technology
Published
19 NOV 2024
Est. reading time
2 min
Williams Racing and Duracell are thrilled to announce a multi-year extension to their powerful Formula 1 partnership on the eve of the Las Vegas Grand Prix.
Duracell, a true household name as the world’s leading battery manufacturer, was one of the first global brands to join Williams’ comeback mission when they joined forces with the team for a North American partnership ahead of the 2022 season.
Since then the alliance has grown into a global partnership known for its eye-catching activations such as the incorporation of the iconic copper and black battery into the Williams airbox, supported by captivating fan engagement on social media, innovative retail activations and multi-market TV ad campaigns.
The Duracell airbox will continue into 2025 when the FW47 will be driven by Alex Albon and Carlos Sainz – one of the most formidable driver line-ups on the grid. Duracell’s logo and instantly-recognisable colours will remain featured on the drivers’ helmet visors, and the team’s devices will benefit from Duracell’s unique Power Boost ingredients.
“Williams are proud to have Duracell powering our comeback journey into 2025 and beyond as we continue building long-lasting relationships with industry-leading brands that share our vision and values," shared James Bower, Commercial Director at Williams Racing.
"The partnership has delivered memorable moments and iconic branding that has become a fan favourite on our cars, and we look forward to the next chapter as we continue building momentum.”
The announcement hails a new and exciting era for the partnership of two icons driven by performance and cutting-edge technology, united by a determination to think differently and never stop pushing forward.
“We are excited to extend our partnership with Williams Racing as we continue to support their journey towards getting back on top of the grid," added Ramón Velutini, Global CMO at Duracell.
"Our shared passion for performance and relentless pursuit of improvement makes Williams Racing a perfect fit for Duracell. Both Williams Racing and Duracell are ‘Built Different,’ embodying the belief that ‘good enough’ is never enough.
"I’m particularly thrilled that our exclusive ‘Power Boost Ingredients™’ technology will be powering their devices, both on and off the track.”
It comes on the eve of the Las Vegas GP, where Williams is turning the DRS flaps on Alex Albon and Franco Colapinto’s FW46 rear wings into the look of a Duracell battery and changing the colour of the DRS button to iconic copper to tie in with Duracell’s sponsorship of the race’s DRS zone.
Duracell also becomes the third long-term partner in recent weeks to extend its relationship with Williams, joining Kraken and Gulf Oil International in another vote of confidence for the team’s ongoing transformation in pursuit of championship success.
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Williams Grand Prix Engineering Limited is a company registered in England and Wales under company number 1297497.
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