Formula 1 expands its business model with an unprecedented deal

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Formula 1 is about to add a new revenue stream to its business model thanks to an unexpected partnership with Duracell.

Yes, you read that right! The DRS zones at the Las Vegas Grand Prix will soon be decked out in the famous battery brand’s colors. How does this collaboration shake things up? Let’s take a closer look at this change to better understand the impact of this unique partnership on the sport.

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Duracell gives a power boost in the DRS zones

It’s official: Formula 1 has announced that one of the DRS zones will be fully sponsored by Duracell during the next F1 Grand Prix in Las Vegas. For those unfamiliar, the DRS (Drag Reduction System) is a key element of modern F1, allowing drivers to reduce aerodynamic drag and gain speed on certain straights. This partnership marks a first in the history of Formula 1, as no DRS zone has ever been sponsored before. Picture this: cars speeding down the Koval straight, under LED panels proudly displaying Duracell’s copper and black colors. You’ll be able to witness this novelty on November 23rd during the 22nd Grand Prix of the season. A collaboration of this scale shows that F1 is always on the lookout for innovative ways to maximize its revenue, and this is where we have to applaud the creativity!

Duracell sponsors the DRS zones for the Las Vegas 2024 Grand Prix
Duracell sponsors the DRS zones for the Las Vegas 2024 Grand Prix

Duracell, already well established in F1

If you thought Duracell was still unknown in the world of F1, think again! For several years now, the American brand has been collaborating with Williams Racing. Their logo first appeared in 2022 on the FW46, with a sleek integration on the F1 car’s airbox. This time, the partnership goes even further, with a visual transformation on the rear wings of Williams’ F1 cars: the iconic DRS flaps will take the shape of a Duracell battery! The DRS buttons themselves will also be customized with the brand’s signature copper color. Every time Albon or Colapinto presses the activation button, it’s as if Duracell is giving them a boost. Personally, l’ve loved the integration of Duracell on the Williams ever since it appeared. The copper color blends perfectly with the British team’s blue.

Unconventional sponsors in Formula 1

From TV commercials to race activations, Duracell is positioning itself as an essential player in the F1 landscape. But why the strategic choice to sponsor a DRS zone? It’s simple: DRS perfectly embodies Duracell’s values-speed, power, and endurance. Plus, partnering with a prestigious event like the Las Vegas Grand Prix allows the brand to reach an international audience while ensuring maximum visibility. For fans, it’s a chance to see a sponsor directly contribute to the race experience, an aspect that’s rarely highlighted. Earlier, I mentioned that no part of the circuit had ever been sponsored before. That’s true, unlike certain concepts in Formula 1, like the Pole Position, which is rewarded by Pirelli, and the fastest lap in the race (which is set to disappear), sponsored by DHL.

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This article explores the new collaboration between Duracell and Formula 1, highlighting the sport’s first-ever sponsored DRS zone. In addition to covering the existing partnership between Duracell and the Williams team, we’ve analyzed the brand’s overall marketing strategy and its impact on the races.

Featured image: Alpine F1 Team
Source: F1

Adrien Conges
Adrien Conges
I grew up near Magny-Cours, an old Formula 1 circuit in France so I've been passionate about motorsport and automobiles since childhood. I currently live in Bordeaux, France and I'm still waiting for Ferrari to win a 17th F1 constructors' title.

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