Revving up a partnership
Williams Racing announced a multi-year partnership with Duracell, one of the world’s leading manufacturers of high-performance alkaline batteries, specialty cells and rechargeables.
“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, team principal, CEO, Williams Racing.
Duracell branding will feature prominently on the Williams Racing car, the team kit, and on the race suits of the Williams race drivers Alex Albon and Nicholas Latifi.
“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,” said Capito.
Duracell and Williams will collaborate across a variety of high-profile marketing initiatives, including a major TV commercial, e-sports and on-the-ground activation at several Grand Prix, starting with the Miami Grand Prix in May.
Ramon Velutini, president and chief marketing officer at Duracell said, “we’re pleased to partner with Williams Racing and are looking forward to seeing the team move back up the grid.”
The Duracell president and CMO said, “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.”
Innovative engineering and powering important moments have been cornerstones of the brand – from the early days of Duracell landing on the moon to the more recent 2019 launch of Optimum, said the firm.
Velutini said, “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.”
This partnership, the battery maker said, is another example of Duracell powering a critical, high-stakes moment – but this time, on the racetrack.
James Bower, commercial director for Williams Racing, said, “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.”
Williams Grand Prix Engineering, headquartered in Wantage, U.K., designs and develops racing cars to compete in the Formula One World Championship and has secured 16 Fédération Internationale de l'Automobile (FIA) titles since the company’s founding in 1977.
Now a brand in the Berkshire Hathaway portfolio, Bethel, Conn.-based Duracell traces its roots back to the 1920s, and has grown to be an iconic brand, known for its famous ‘Coppertop’ batteries.
