Business: Williams will continue its partnership with Duracell

With the sport approaching the final leg of the 2024 F1 season, Williams have announced a multi-year extension to its Formula 1 partnership with Duracell.

Duracell, a true household name as the world’s leading battery manufacturer, joined forces with Williams for a North American partnership ahead of the 2022 season.

Since then the alliance has grown into a global partnership known for the incorporation of the iconic copper and black battery into the Williams airbox. In addition, Williams and Duracell have worked together in a series of activations such as fan engagement on social media, and multi-market TV ad campaigns.

The extended deal means that Duracell airbox will continue into 2025 when the FW47 will be driven by Alex Albon and Carlos Sainz. In addition, Duracell’s logo will remain featured on the drivers’ helmet visors, and the team’s devices will benefit from Duracell’s unique Power Boost ingredients.

Commenting on the announcement, Williams’ Commerical Director James Bower added: “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.”

Duracell’s Global CMO Ramón Velutini commented: “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.”