Williams signs F1 deal with Duracell ahead of 2022 livery unveil
Williams has announced a new long-term sponsorship deal with iconic battery brand Duracell in a move that could impact its 2022 Formula 1 livery.
Ahead of the team’s season launch on Tuesday, the Grove-based outfit said that the new deal with Duracell – famous for its copper-top batteries – would include a variety of high-profile marketing initiatives.
As well as being the focus of a new television commercial, Williams and Duracell were planning a number of activations at races this year – starting from the Miami Grand Prix in May.
Williams said that Duracell branding will feature prominently on the new car, its team kit and the overalls of Alex Albon and Nicholas Latifi.
It is unclear, however, if a new additional livery colour that Williams has teased for 2022 includes the famous Duracell copper.
Last week, Albon said that he liked the new colours that the team had chosen for the season ahead.
“I like it. I would say it's more Williams,” said the Thai driver.
“It is more simple in terms of the colour scheme. There's a little bit of **** in it. I like the **** in it.”
Announcing the Duracell deal on social media, Williams offered only a glimpse of just a black and blue part of the car.
Speaking about the deal, Williams team boss Jost Capito 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.”
Duracell, which is now part of the Berkshire Hathaway multinational conglomerate, is the latest North American sponsor to get involved in F1 as the sport pushes on in the continent.
Last week, Red Bull announced that software giant Oracle was to become its title sponsor for the 2022 season.
Williams commercial director James Bower welcomed the decision by Duracell to make the jump into F1.
“We are immensely proud to be partnering with a globally-recognised brand such as Duracell,” he 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.”
Related video
F1 2022 cars may struggle to follow at high speeds, says Tost
Abu Dhabi action plan will protect FIA's integrity, says president
Porsche puts F1 entry on hold as McLaren idea also leads nowhere
Porsche puts F1 entry on hold as McLaren idea also leads nowhere Porsche puts F1 entry on hold as McLaren idea also leads nowhere
Mercedes knew limits of W14 F1 car concept before Bahrain
Mercedes knew limits of W14 F1 car concept before Bahrain Mercedes knew limits of W14 F1 car concept before Bahrain
Why Red Bull's biggest F1 adversary is now itself
Why Red Bull's biggest F1 adversary is now itself Why Red Bull's biggest F1 adversary is now itself
The cycle of F1 upheaval Williams must end to rediscover past glories
The cycle of F1 upheaval Williams must end to rediscover past glories The cycle of F1 upheaval Williams must end to rediscover past glories
Vowles: Williams F1 team has a "spark" again
Vowles: Williams F1 team has a "spark" again Vowles: Williams F1 team has a "spark" again
Williams not wedded to Mercedes for 2026 F1 engine supply
Williams not wedded to Mercedes for 2026 F1 engine supply Williams not wedded to Mercedes for 2026 F1 engine supply
MG Metro 6R4 Group B rally car returns as road-legal restomod
MG Metro 6R4 Group B rally car returns as road-legal restomod MG Metro 6R4 Group B rally car returns as road-legal restomod
Which of nine Indy 500 winners can conquer the Speedway again?
Which of nine Indy 500 winners can conquer the Speedway again? Which of nine Indy 500 winners can conquer the Speedway again?
Kevin Harvick: NASCAR drivers’ code is “not what it used to be”
Kevin Harvick: NASCAR drivers’ code is “not what it used to be” Kevin Harvick: NASCAR drivers’ code is “not what it used to be”
KTM MotoGP bike less physical than Ducati was, says Miller
KTM MotoGP bike less physical than Ducati was, says Miller KTM MotoGP bike less physical than Ducati was, says Miller
The cycle of F1 upheaval Williams must end to rediscover past glories
The cycle of F1 upheaval Williams must end to rediscover past glories The cycle of F1 upheaval Williams must end to rediscover past glories
The state of play in F1's technical silly season
The state of play in F1's technical silly season The state of play in F1's technical silly season
Ranking the top 10 pre-war grand prix drivers
Ranking the top 10 pre-war grand prix drivers Ranking the top 10 pre-war grand prix drivers
Why drivers are the least of Ferrari’s F1 worries
Why drivers are the least of Ferrari’s F1 worries Why drivers are the least of Ferrari’s F1 worries
How Vasseur has begun Ferrari’s mission to keep Leclerc on side
How Vasseur has begun Ferrari’s mission to keep Leclerc on side How Vasseur has begun Ferrari’s mission to keep Leclerc on side
Why Red Bull's biggest F1 adversary is now itself
Why Red Bull's biggest F1 adversary is now itself Why Red Bull's biggest F1 adversary is now itself
How Tost's public lack of trust could hurt AlphaTauri
How Tost's public lack of trust could hurt AlphaTauri How Tost's public lack of trust could hurt AlphaTauri
What Perez's Jeddah joy means for the hopes of a real F1 title fight
What Perez's Jeddah joy means for the hopes of a real F1 title fight What Perez's Jeddah joy means for the hopes of a real F1 title fight
Subscribe and access Motorsport.com with your ad-blocker.
From Formula 1 to MotoGP we report straight from the paddock because we love our sport, just like you. In order to keep delivering our expert journalism, our website uses advertising. Still, we want to give you the opportunity to enjoy an ad-free and tracker-free website and to continue using your adblocker.