Duracell to Power Williams Racing Into 2025 and Beyond
Williams Racing and Duracell have announced a multi-year extension of their Formula 1 partnership ahead of the Las Vegas Grand Prix. The collaboration, which began in 2022, will continue into 2025 and beyond, featuring Duracell's iconic copper and black battery design on the Williams airbox. The partnership includes the FW47 to be driven by Alex Albon and Carlos Sainz. Duracell joins recent partnership extensions with Kraken and Gulf Oil International, demonstrating continued confidence in Williams' transformation strategy. The announcement coincides with special DRS flap branding at the Las Vegas GP, where Williams is incorporating Duracell's battery design elements.
Williams Racing e Duracell hanno annunciato un'estensione pluriennale della loro partnership in Formula 1 in occasione del Gran Premio di Las Vegas. La collaborazione, iniziata nel 2022, continuerà fino al 2025 e oltre, con il design iconico delle batterie copper e black di Duracell sulla cassa d'aria della Williams. La partnership include la FW47 che sarà guidata da Alex Albon e Carlos Sainz. Duracell si unisce alle recenti estensioni di partnership con Kraken e Gulf Oil International, dimostrando una continua fiducia nella strategia di trasformazione di Williams. L'annuncio coincide con un branding speciale delle alette DRS al GP di Las Vegas, dove Williams sta incorporando elementi del design delle batterie Duracell.
Williams Racing y Duracell han anunciado una extensión de colaboración de varios años de su asociación en Fórmula 1 con motivo del Gran Premio de Las Vegas. La colaboración, que comenzó en 2022, continuará hasta 2025 y más allá, con el icónico diseño de batería cobre y negro de Duracell en la caja de aire de Williams. La asociación incluye el FW47 que será pilotado por Alex Albon y Carlos Sainz. Duracell se suma a las recientes extensiones de asociación con Kraken y Gulf Oil International, demostrando una continua confianza en la estrategia de transformación de Williams. El anuncio coincide con la marca especial de aletas DRS en el GP de Las Vegas, donde Williams está incorporando elementos del diseño de las baterías de Duracell.
윌리엄스 레이싱과 듀라셀이 라스베가스 그랑프리를 앞두고 포뮬러 1 파트너십의 다년간 연장을 발표했습니다. 2022년에 시작된 이 협력은 2025년 및 그 이후로 계속될 예정이며, 윌리엄스 에어 박스에는 듀라셀의 상징적인 구리와 검은색 배터리 디자인이 특징으로 나타납니다. 이 파트너십에는 알렉스 앨본과 카를로스 사이츠가 운전할 FW47이 포함됩니다. 듀라셀은 최근 크라켄과 걸프 오일 인터내셔널과의 파트너십 확장에 합류하여 윌리엄스의 변혁 전략에 대한 지속적인 신뢰를 보여줍니다. 이 발표는 라스베가스 GP에서 DRS 플랩의 특별한 브랜딩과 동시에 이루어지며, 윌리엄스는 듀라셀의 배터리 디자인 요소를 포함하고 있습니다.
Williams Racing et Duracell ont annoncé une prolongation de leur partenariat en Formule 1 sur plusieurs années à l'approche du Grand Prix de Las Vegas. La collaboration, qui a débuté en 2022, se poursuivra jusqu'en 2025 et au-delà, avec le design emblématique des batteries cuivre et noir de Duracell sur la boîte à air de Williams. Le partenariat comprend la FW47 qui sera conduite par Alex Albon et Carlos Sainz. Duracell rejoint les récentes extensions de partenariats avec Kraken et Gulf Oil International, démontrant une confiance continue dans la stratégie de transformation de Williams. L'annonce coïncide avec une marque spéciale des volets DRS lors du GP de Las Vegas, où Williams intègre des éléments de design des batteries Duracell.
Williams Racing und Duracell haben eine mehrjährige Verlängerung ihrer Formel-1-Partnerschaft im Vorfeld des Großen Preises von Las Vegas angekündigt. Die Zusammenarbeit, die 2022 begann, wird bis 2025 und darüber hinaus fortgesetzt und umfasst das ikonische Kupfer- und Schwarzdesign der Duracell-Batterien auf der Luftpumpe von Williams. Die Partnerschaft schließt den FW47 ein, der von Alex Albon und Carlos Sainz gefahren wird. Duracell reiht sich in die jüngsten Partnerschaftserweiterungen mit Kraken und Gulf Oil International ein und zeigt damit das anhaltende Vertrauen in die Transformationsstrategie von Williams. Die Ankündigung fällt mit einer speziellen DRS-Flap-Branding beim GP von Las Vegas zusammen, bei dem Williams die Designelemente der Duracell-Batterien integriert.
- Secured multi-year partnership extension with major global brand Duracell
- Third long-term partner extension in recent weeks, showing strong commercial momentum
- Strengthened driver lineup for 2025 with Alex Albon and Carlos Sainz
- None.
Insights
The extension of the sponsorship deal between Williams Racing and Duracell represents a typical Formula 1 marketing partnership with direct financial impact on Berkshire Hathaway's bottom line. While Duracell is a subsidiary of Berkshire Hathaway, F1 sponsorships generally constitute a small portion of marketing budgets and rarely move the needle for large conglomerates.
The multi-year extension suggests stable marketing spend allocation but lacks disclosure of financial terms. The partnership's main value lies in brand visibility and B2C marketing opportunities through F1's growing global audience, particularly in key markets like North America where F1 is gaining popularity. However, without specific financial details or measurable ROI metrics, the impact on Berkshire Hathaway's valuation remains minimal.
Duracell and Williams Racing announce multi-year extension to Formula 1 partnership (Photo: Business Wire)
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.
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. 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 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.
James Bower, Commercial Director, Williams Racing: “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. 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. 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.”
About Williams Racing
For almost 50 years, Williams Racing has been at the forefront of one of the fastest sports on the planet, being one of the top three most successful teams in history competing in the FIA Formula 1 World Championship. With an almost unrivalled heritage of engineering and racing F1 cars and unforgettable eras that demonstrate it is a force to be reckoned with, the British squad boasts 16 F1 World Championship titles to its name. Since its foundation in 1977 by the eminent, late Sir Frank Williams and engineering pioneer Sir Patrick Head, the team has won nine Constructors’ Championships, in association with Cosworth, Honda and Renault. Its roll call of drivers is legendary, with its seven Drivers’ Championship trophies being lifted by true icons of the sport: Alan Jones, Keke Rosberg, Nelson Piquet, Nigel Mansell, Alain Prost, Damon Hill and Jacques Villeneuve. The team has made history before and is out to make it again with a long-term mission to evolve and return to the front of the grid.
About Duracell
Started in the 1920s, the Duracell brand and company was acquired by Berkshire Hathaway Inc. (NYSE-BRK.A, BRK.B) in 2016 and has grown to be the leader in the primary battery market in
View source version on businesswire.com: https://www.businesswire.com/news/home/20241119512112/en/
Craig Woodhouse
Head Of Communications
craig.woodhouse@williamsf1.com
Ella Wilton
Communications Executive
+44 (0) 7485 988 575
ella.wilton@williamsf1.com
For access to hi-res imagery via the Williams Media Portal please email: media@williamsf1.com
For Duracell based media inquires please contact: Duracell@citizenrelations.com
Source: Duracell
FAQ
When will Williams Racing's partnership with Duracell extend until?
Who will be Williams Racing's drivers for the 2025 season?
What other major partners recently extended their relationship with Williams Racing?
What special branding is Williams implementing for the Las Vegas Grand Prix?
