Williams unveils new sponsor: 'A personal highlight'

Williams Racing have announced a new sponsorship deal the day before their launch of the new FW44. The British racing stable will enter into a partnership with Duracell, which will therefore be seen for the first time on the new livery during the presentation.

The parties have signed a multi-year agreement. This includes various PR activities, which will also involve the fans. "We will work with our newest partner at several Grands Prix with on-the-ground activations, starting at the inaugural Miami Grand Prix in May," reads the team's statement on its official website.

Jost Capito, team principal and CEO of Williams Racing, says he is pleased to welcome Duracell on board. He also explains why this deal has a personal connection. "Having their name on the side of our car is a personal highlight for me, as my nickname for 30 years has been Duracell – because I never run out of energy. I am very much looking forward to our work together," Capito said.