Williams' partner Duracell becomes first DRS title sponsor of Formula One

The Formula One Las Vegas Grand Prix has agreed a partnership with Duracell that will see a drag reduction system (DRS) zone sponsored for the first time.

Duracell, which has acted as one of the Williams team's sponsor since 2022, will become the first company to sponsor Formula One's DRS zone at this weekend's Las Vegas Grand Prix. This deal which is not unfamiliar in Nascar or IndyCar will see Duracell is the fist of its kind at the pinnacle of motorsport.

Commenting on the deal, Brendan Dolby, vice president of commercial partnerships for the Las Vegas Grand Prix, noted: “Partnering with Duracell showcases the ultimate intersection of innovation and power.

“This first-of-its-kind collaboration reflects our dedication to delivering cutting-edge, high-performance experiences throughout our circuit.”

Ramon Velutini, chief marketing officer at Duracell, added: “Like Duracell, the Formula One Heineken Silver Las Vegas Grand Prix is built different.

“As speed, innovation and the electrifying spirit of Las Vegas come alive during this race, we’re pushing the limits to create a moment that underscores our commitment to excellence.

“Just as drivers rely on the DRS zone to make strategic moves, Duracell’s batteries with Power Boost Ingredients deliver the extra power needed in key moments.”

In addition, Williams will also increase its collaboration with Duracell at Las Vegas. The British outfit will turn the DRS flaps on Alex Albon and Franco Colapinto’s FW46 rear wings into the look of a Duracell battery and changing the colour of the DRS button to iconic copper to tie in with Duracell’s sponsorship of the race’s DRS zone.