Williams F1 and Duracell, a perfect partnership which will go on and on

By Nicky Godding

15 February 2022

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Surely it's the perfect partnership? Williams FI racing has announced a new, multi-year partnership with Duracell, one of the world’s leading manufacturer of high-performance alkaline batteries, specialty cells and rechargeables.

Duracell and Williams will collaborate 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. Duracell branding will feature prominently on the Williams car, team kit and race suits of Williams Race Drivers, Alex Albon and Nicholas Latifi.

Jost Capito, Team Principal and CEO for Williams Racing said, “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. 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.”

James Bower, Commercial Director for Williams Racing, said, “We are immensely proud to be partnering with a globally-recognised brand such as Duracell. 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.”

Ramon Velutini, Chief Marketing Officer & President, Duracell, said, “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.”

Innovative engineering and powering important moments have been a cornerstone of the brand since the early days of Duracell landing on the moon to the more recent 2019 launch of Optimum. This partnership is another example of Duracell powering a critical, high-stakes moment - but this time, on the racetrack. Now a brand in the Berkshire Hathaway portfolio, Duracell traces its roots back to the 1920s and has grown to be an iconic brand, known for its famous ‘Coppertop’ batteries.

By Nicky Godding

Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.