F1 opens up brand new source of income: A DRS zone now has a sponsor

Duracell’s iconic copper & black colours will be prominently displayed throughout the DRS zone at Las Vegas. 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. During the 2023 event, three DRS zones were on the Las Vegas street circuit. The track will return to the calendar in November and starts the final triple-header of the season.

New sponsorship for Formula 1

"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," said Brendan Dolby, Vice President of Commercial Partnerships for F1's Las Vegas Grand Prix.

Duracell and Williams have worked together in recent years, with an image of the battery on Williams' cars. But this will also go a step further during the third race in America in 2024. Williams Racing will turn the DRS flaps on both Alex Albon's and Franco Colapinto's FW46 rear wings into a Duracell battery as well as changing the colour 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.”