Duracell becomes title sponsor of Williams Esports

Williams Esports, the esports division of British Formula 1 team Williams Racing, has announced a partnership with battery and battery manufacturer Duracell. As part of the deal, the company will become the title sponsor of the club's eNASCAR team.

This is Duracell's first foray into esports, and the company will partner with Williams Esports on a number of marketing initiatives. In addition, the team's cars will feature a livery that combines Williams Esports blue with Duracell battery copper.

Stephen English, Esports Director Williams Esports: "We're delighted to see a strong brand like Duracell show their support for esports. We're proud that our exposure in the fast-growing world of sim racing can help Duracell gain more fans in this demographic, especially in North America. We have two extremely talented riders who are excited to represent Duracell and are committed to bringing it to the winning streak."

Note that the Duracell brand becomes the ninth partner of the Williams Esports organization. The UK club is currently partnering with Razer, Fanatec and Chillblast, among others.

Williams Esports currently represents teams in a variety of racing games including the eNASCAR Coca-Cola iRacing Series, Gran Turismo and Assetto Corsa Competizione, the latest of which was created in partnership with Munster Gaming.