Williams Racing sign multi-year extension with Duracell

The Williams Formula One team have signed a multi-year extension to their sponsorship deal with Duracell.

Contract:

• Duracell branding will continue on the airbox of the Williams car in 2025 and beyond
• The company logo will also remain on the drivers’ helmets, while Duracell products will be used to power the team’s devices

Context:

Duracell first signed on with the Grove-based team in 2022 and this extension underlines the commercial work being done behind the scenes at an outfit that has been towards the back of the grid in recent years. After all, this is the third long-term partner – after Kraken and Gulf Oil  – to have signed a contract extension recently.

This announcement comes ahead of the Las Vegas Grand Prix, where Duracell will turn the drag reduction system (DRS) flaps on the rear wings of Alex Albon and Franco Colapinto’s cars into the look of a Duracell battery and change the colour of the DRS button on the steering wheel copper.

This weekend’s Las Vegas Grand Prix has also agreed a separate partnership with Duracell that will see a DRS zone sponsored for the first time.

Comment:

“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,” said James Bower, commercial director of 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.”

Coming next:

The Las Vegas Grand Prix takes place this weekend from 21st to 23rd September.

Go deeper:

• The comeback trail: How Williams’ new commercial strategy is winning over sponsors
  
• Claire Williams exclusive interview: Why she misses F1, watching Williams from afar, and providing opportunities for women