Williams F1 team announce new multi-year deal with battery manufacturer Duracell


Williams F1 team announce new multi-year deal with battery manufacturer Duracell

Williams 2022

Ahead of the official car launch for the 2022 Formula One season, Williams F1 have announced their new sponsor. The FW44 will be featuring American battery manufacturer ‘Duracell’ prominently on its livery after signing a new multi-year deal.

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Williams F1 announced the partnership ahead of its car launch on February 15. 2021 driver Nicholas Latifi is retained and shall be partnering with former Red Bull driver Alex Albon. Albon, coming from a year-long hiatus is replacing George Russell who departs to join Mercedes from the 2022 season onwards.

The partnership shall play a huge role as Williams plans on doing a variety of high-profile marketing initiatives, including major TV commercials featuring the F1 team and drivers for Duracell, E-sports and on-the-ground activation at several races across the calendar. The first of which would be the inaugural Miami Grand Prix, held in May.

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Williams F1 CEO: “Having their name is a highlight for me”

Having faced multiple financial backlashes and debt, Williams was acquired by US investment group Dorilton Capital for €152 million. The team was run previously by Frank Williams and his daughter Claire and was the only family-run F1 team on the grid. Williams team principal and CEO Josh Capito has finally announced the news with the following address.

“I am so proud of this partnership between Williams and Duracell, and I am grateful for the trust and confidence they have put in us,” said Jost Capito. “Having their name on the side of our car is a personal highlight for me, as my nickname for 30 years has been Duracell – because I never run out of energy. I am very much looking forward to our work together”, he added.

Ramon Velutini, the Chief marketing officer and president of Duracell added: “We’re pleased to partner with Williams Racing and are looking forward to seeing the team move back up the grid. Our shared passion for performance, a focus on winning and commitment to excellence in engineering made working with the Williams team a natural fit for our brand. Williams, like Duracell, understands that “good enough” is never enough.”

With North America and particularly the United States being a major market for Formula, Williams will be greatly benefitted by the new deal. The official livery will be revealed during the car launch scheduled on February 15.

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