Williams and Duracell extend F1 sponsorship deal

Williams and Duracell have announced that their Formula 1 sponsorship deal will continue with a “multi-year” extension.

Battery manufacturer Duracell has been a Williams sponsor since the 2022 F1 season, with the company’s logo and battery branding featuring on the airboxes of the team’s cars ever since.

The new deal, which is described in a Williams press release as “a multi-year extension”, means this prominent branding positioning will continue for 2025 and beyond.

Williams’ statement says Duracell’s logo and “instantly-recognisable colours will remain featured on the drivers’ helmet visors” over the same period, while also claiming without details that “the team’s devices will benefit from Duracell’s unique Power Boost ingredients”.

The new deal has also been announced ahead of this weekend’s Las Vegas Grand Prix, where Duracell is sponsoring one of the track’s two DRS zones.

Williams is also adding Duracell branding to its rear wing for the Vegas race and changing the colour of its DRS-activation button on the steering wheels of the FW46 cars to be driven by Alex Albon and Franco Colapinto to the company’s corporate colour.

Alex Albon, Williams FW45

Photo by: Simon Galloway / Motorsport Images

James Bower, commercial director at Williams, said: “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.”

Ramon Velutini, Duracell's global CMO, said: “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.”