Williams Racing and Duracell have officially plugged into a multi-year extension of their partnership, ensuring that the "powerhouse" duo stays fully charged through 2025 and beyond.
On the eve of the Las Vegas Grand Prix, this announcement underscores the synergy between Duracell’s relentless energy and Williams’ drive to climb back to the top of Formula 1.
Duracell first partnered with Williams in 2022, and from the eye-catching copper and black battery airbox on the British team’s cars to the innovative fan activations, the alliance has been a roaring success.
This creative affiliation will now carry forward with the Duracell name continuing to adorn the FW47 in 2025, driven by Alex Albon and new teammate Carlos Sainz, a lineup poised to bring formidable energy to the grid.
The battery manufacturer’s branding will remain prominent on drivers’ helmet visors and other strategic areas, while the team’s devices will benefit from Duracell’s cutting-edge Power Boost technology.
Additionally, the partnership will see creative tie-ins like the DRS flaps on the FW46 rear wings transformed into a Duracell battery aesthetic and the DRS button gleaming in Duracell’s iconic copper hue during the Las Vegas Grand Prix.
Duracell joins Kraken and Gulf Oil International in extending its commitment to Williams, signaling growing confidence in the team’s ongoing transformation under its "comeback mission."
Williams has been steadily rebuilding its legacy, both competitively and commercially, driven by the shared values and visions of its partners.
James Bower, Williams Racing’s Commercial Director, expressed his enthusiasm for the renewed deal.
“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,” commented Bower.
“The partnership has delivered memorable moments and iconic branding that has become a fan favorite on our cars, and we look forward to the next chapter as we continue building momentum.”
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