F1 News: Las Vegas GP Signs Duracell as DRS Zone Sponsor

Las Vegas Grand Prix, Inc. announced Duracell, one of the world’s leading battery manufacturers, as the official battery partner of the FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX 2024.

In a partnership that merges high-speed innovation with top-tier performance, Duracell will sponsor one of the Las Vegas Strip Circuit™ DRS Zones – the pivotal section of the racetrack where drivers can turn on their drag reduction system (DRS) to gain a critical edge.

Just as drivers rely on the DRS to seize opportunities in a race, Duracell, the only battery brand with Power Boost™ Ingredients, is built different to provide power you can rely on when it matters most. Duracell’s iconic copper & black colors will be prominently displayed throughout the DRS zone, providing drivers with a striking visual cue to reach their fullest potential. When it comes to power and performance, Duracell is always in the fast lane!

“Like Duracell, the FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX is built different,” said Ramon Velutini, Chief Marketing Officer at Duracell. “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.”

To bring the collaboration to life, gantry LED animated boards, trackside signage, and unique rooftop branding on the DRS Zone will be displayed around the Las Vegas Strip Circuit.

“Partnering with Duracell showcases the ultimate intersection of innovation and power,” said Brendan Dolby, Vice President of Commercial Partnerships for Las Vegas Grand Prix, Inc. “This first-of-its-kind collaboration reflects our dedication to delivering cutting-edge, high-performance experiences throughout our circuit.”

Since 2022, Duracell has been a proud partner of Williams Racing, collaborating across a variety of high-profile marketing initiatives, including major TV commercials in North America, Europe and LATAM, mass market retail campaigns, Esports and on-the-ground activations at several Grands Prix. Duracell branding has also featured prominently on the Williams Racing FW46 car, team kit and race suits of Williams Racing Drivers Alex Albon and Franco Colapinto.

The Las Vegas Grand Prix is no different, and in support of this initiative, Williams Racing will turn the DRS flaps on both Alex’s and Franco’s FW46 rear wings into a Duracell battery as well as changing the color of the DRS button on the steering wheels to the iconic Duracell copper.

James Bower, Commercial Director, Williams Racing said: “Duracell is helping to power Williams Racing’s transformation in pursuit of future championship success and the partnership exemplifies our commitment to innovative and effective activations. We’re proud to support Duracell in its collaboration with the Las Vegas Grand Prix with a take-over of the DRS flap, giving the team a PowerBoost every time the drivers press the iconic copper button.”

By forging this partnership with Las Vegas Grand Prix, Inc, Duracell solidifies its place in the world of F1® racing and builds on its legacy of excellence and commitment to powering life’s most important, high-stakes moments.