F1’s Las Vegas GP agrees DRS sponsorship with Duracell

The Formula One Las Vegas Grand Prix has agreed a partnership with Duracell that will see a drag reduction system (DRS) zone sponsored for the first time.

Contract:

• Duracell signs on as the race’s official battery partner
• The company will receive prominent signage throughout the DRS zone
• Gantry LED animated boards, trackside signage and rooftop branding on the DRS zone will be displayed around the circuit

Context:

The Americanisation of Formula One continues with Duracell’s move to sponsor DRS zones at the Las Vegas Grand Prix. This deal feels more akin to the advertisement-heavy approaches used by Nascar and IndyCar in the US, with the former having everything from an official meat snack to an official luxury motorcoach partner.

US-based owner Liberty Media has obviously influenced the direction of Formula One in recent years but the series could risk diluting its inventory through over-commercialisation.

Duracell, however, is deepening its links with Formula One, adding to its existing partnership with Williams. The Las Vegas activation will align with this partnership, as the Williams cars will transform their DRS flaps on the rear wing into the design of a Duracell battery, while the DRS button on the steering wheel will change to the company’s copper colour.

Comment:

“Partnering with Duracell showcases the ultimate intersection of innovation and power,” said Brendan Dolby, vice president of commercial partnerships for the Las Vegas Grand Prix.

“This first-of-its-kind collaboration reflects our dedication to delivering cutting-edge, high-performance experiences throughout our circuit.”

Ramon Velutini, chief marketing officer at Duracell, added: “Like Duracell, the Formula One Heineken Silver Las Vegas Grand Prix is built different.

“As speed, innovation and the electrifying spirit of Las Vegas come alive during this race, we’re pushing the limits to create a moment that underscores our commitment to excellence.

“Just as drivers rely on the DRS zone to make strategic moves, Duracell’s batteries with Power Boost Ingredients deliver the extra power needed in key moments.”

Coming next:

The second-ever Las Vegas Grand Prix takes place from 21st to 23rd November, retaining its non-traditional position as a Saturday race.

Go deeper:

• ‘We’ve been trying to survive’: The story of how the Las Vegas GP became F1’s biggest challenge
• The comeback trail: How Williams’ new commercial strategy is winning over sponsors