Williams power up for F1 '22 launch with multi-year Duracell deal

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Williams power up for F1 '22 launch with multi-year Duracell deal

Williams branding is promised to "feature prominently" on the 2022 livery and race suits

Sam Hall

Monday 14 February 2022 15:18

Williams has announced a new multi-year partnership with battery manufacturer Duracell ahead of the team's 2022 launch.

Williams will reveal its new generation F1 machinery on Tuesday with the car set to feature Duracell branding "prominently" on the car, team kit and race suits of Alex Albon and Nicholas Latifi.

“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 Williams team principal and CEO Jost Capito.

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"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.”

Williams confirmed when announcing the partnership that it will collaborate with Duracell "across a variety of high-profile marketing initiatives, including a major TV commercial, esports and on-the-ground activation at several Grand Prix, starting with the Miami Grand Prix in May".

Chief marketing officer and president of Duracell, Ramon Velutini, 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.

"I am thrilled that they are using our latest technology to power their critical devices on race day.”

With F1 set to complete two races in the USA this year as Miami joins the Circuit of the Americas, a number that is set to rise to three with the addition of a race in Las Vegas next year, Williams commercial director, James Bower, explained: "Our announcement is a testament to all the hard work the team has done in 2021, how we have developed our commercial proposition and the growth of our sport, particularly in North America.”