Williams Racing has just energized its 2022 prospects thanks to a new long-term partnership with battery company Duracell.
The announcement comes ahead of the launch on Tuesday of Williams' 2022 car and could imply a splash of bronze and black – Duracell's brand colors – on the British outfit car's livery.
Williams says that its association with its new partner will involve a collaboration 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 also feature prominently on the Williams car, team kit and race suits of drivers 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 chief executive Jost Capito.
"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 a subsidiary of American multinational Berkshire Hathaway, says the company's "passion for performance and focus on winning" make it a "natural fit" for Williams.
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," commented Ramon Velutini, Duracell's chief marketing officer.
"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."
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