Williams Esports, a division of the British F1 Team, Williams Racing has established a collaboration with Duracell.
The leading manufacturer of alkaline batteries will take on the role of title sponsor for the eNASCAR squad as a condition of the agreement.
With this agreement, Duracell enters the esports sector for the first time. The firm will collaborate with Williams on “high-profile marketing initiatives.” The team’s vehicles will also sport a design that combines Williams’ blue and Duracell battery’s copper. The promotional activations’ specifics weren’t made public.
Following this association, Williams Esports welcomed Duracell as its ninth partner, following the likes of customized computer maker Chillblast, sim racing gear provider Fanatec, and accessories brand Razer on the team’s sponsorship list.
Williams Esports now maintains teams in a variety of simulator motorsport games, such as Gran Turismo, Assetto Corsa Competizione, and the eNASCAR Coca-Cola iRacing Series.
With $300,000 (£251,769) in cash prizes, 40 racers to participate in the eNASCAR Coca-Cola iRacing Series’ 20 races. Williams is joined by two other drivers from the American esports organisations, XSET and Spacesation Gaming.
Williams’ Director of Esports, Steven English, addressed the agreement by saying, “We’re delighted to see such a strong brand as Duracell show their support for esports.
“We’re proud that our prominence in the fast-growing world of sim racing can help Duracell to connect with more fans in this demographic, particularly in North America. We have two extremely talented drivers who are excited to represent Duracell and are striving to take it to victory lane.”