The Formula 1 season is reaching its climax, and one of the most notable races is the Grand Prix of Las Vegas. This new addition to the calendar already drew significant attention last year, but this year, Las Vegas introduces something the sport has never seen before: a sponsored DRS-zone.
Duracell Sponsors DRS-Zone
During the upcoming Grand Prix of Las Vegas, the battery brand Duracell will associate its name with one of the DRS-zones on the circuit. This move is striking in the world of Formula 1, where sponsorship is ubiquitous, but never before specifically linked to a DRS-zone. The Duracell logos will be prominently displayed, both along the track and on the surrounding buildings. This marks an interesting development for the sport, where the possibilities for commercial partnerships are continually expanding.
Las Vegas as the Center of Attention
Last year, the GP of Las Vegas made its debut, and although the event was not without criticism, the overall experience for fans and teams was unique. Drivers race along the famous Las Vegas Strip, and the fast nature of the circuit offers plenty of opportunities for overtaking. This year, the organization aims to add even more spectacle with the sponsored DRS-zone.
Duracell is not a new face in Formula 1, as the brand has been associated with Williams for a long time. With this new sponsorship, they broaden their presence within the sport in an innovative way. The fact that they are the first company to sponsor a DRS-zone indicates that they want to be at the forefront of these new commercial developments.
Trendsetter?
With this premiere, Las Vegas could well be the trendsetter for future races. Will other circuits follow suit by sponsoring DRS-zones or other parts of the circuit? The commercial possibilities seem endless.
