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Williams Racing and Duracell are thrilled to announce a multi-year extension to their impactful Formula 1 partnership, coinciding with the excitement of the Las Vegas Grand Prix.
Duracell, a globally recognized household name and the world’s leading battery manufacturer, first joined Williams Racing as part of a North American partnership ahead of the 2022 season. The collaboration quickly evolved into a dynamic global partnership, highlighted by innovative activations that have resonated with fans and consumers alike.
One of the most striking elements of this partnership has been the iconic copper-and-black Duracell branding seamlessly integrated into the Williams airbox. This unique feature, combined with creative fan engagement initiatives, innovative retail activations, and multi-market TV campaigns, has solidified the partnership’s reputation for creativity and impact.
Looking ahead to 2025, the celebrated Duracell airbox will continue its presence on the FW47, driven by a formidable duo—Alex Albon and Carlos Sainz—poised to make waves on the grid. Duracell’s logo and iconic copper colours will remain prominently displayed on the drivers’ helmet visors, while the team’s devices will benefit from Duracell’s exclusive Power Boost Ingredients™ technology.
The extension of this partnership marks an exciting new chapter for two brands united by a commitment to performance, innovation, and a relentless drive to push boundaries. Williams Racing is incorporating Duracell’s signature branding into this weekend’s Las Vegas Grand Prix to celebrate the renewed alliance. Fans will notice DRS flaps on Alex Albon and Franco Colapinto’s FW46 rear wings designed to resemble Duracell batteries, along with copper-coloured DRS buttons that tie into Duracell’s sponsorship of the race’s DRS zone.
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Duracell’s renewed commitment follows recent long-term partnership extensions with Kraken and Gulf Oil International, underscoring the confidence in Williams Racing’s transformation journey as the team continues its pursuit of championship success.
James Bower, Commercial Director, Williams Racing:
“Williams is 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. 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.”
Ramón Velutini, Global CMO, Duracell:
“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. Our shared passion for performance and relentless pursuit of improvement makes Williams Racing a perfect fit for Duracell. 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 power their devices on and off the track.”
As Williams Racing and Duracell forge ahead, this partnership remains a testament to the power of shared values and a commitment to excellence, inspiring fans and stakeholders worldwide.
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