Duracell turns into F1’s first DRS zone sponsor in Las Vegas

Method 1’s Las Vegas Grand Prix has added Duracell to its companion roster, with the battery firm sponsoring one of many avenue circuit’s DRS zones.

Duracell says its copper and black colors will likely be “prominently displayed” all through the Las Vegas Strip’s DRS zone, which is the primary bespoke sponsorship of its sort for the reason that overtaking gadget was launched in 2011.

The activation will include LED panels on a gantry spanning the observe, trackside signage and rooftop branding.

“Partnering with Duracell showcases the last word intersection of innovation and energy,” mentioned Brendan Dolby, Vice President of Industrial Partnerships for F1’s Las Vegas Grand Prix. “This primary-of-its-kind collaboration displays our dedication to delivering cutting-edge, high-performance experiences all through our circuit.”

Duracell already has a presence in F1 by its sponsorship of the Williams group, which started in 2022. Duracell branding options on the airbox of the Williams FW46 automobile pushed by Alex Albon and Franco Colapinto and on the group’s apparel.

The US-based battery producer has additionally positioned a heavy emphasis on off-track advertising and marketing, together with a number of TV commercials in North America, Europe and Latin America, and off-track activations at varied grands prix.

As a part of the marketing campaign, the rear wing DRS flaps on Williams’ F1 automobiles and the DRS activation button on the steering wheel will likely be painted in Duracell colors.

“Duracell helps to energy Williams Racing’s transformation in pursuit of future championship success and the partnership exemplifies our dedication to modern and efficient activations,” Williams Racing’s Industrial Director James Bower added. 

“We’re proud to help Duracell in its collaboration with the Las Vegas Grand Prix with a take-over of the DRS flap, giving the group a powerboost each time the drivers press the long-lasting copper button.”