Williams Racing signs esports partnership with Currys

williams esports currys
Image credit: Williams Racing

British Formula One team Williams Racing has announced an esports partnership with electrical retailer Currys for its Williams Esports division.

As part of the deal, Williams Racing and Currys will launch a campaign to provide accessible racing and uncover budding esports racers in the UK.

Specifically, the partnership will see branded Williams Esports racing simulators be located in over 50 UK-based gaming stores. The fastest racers will qualify for the Currys Racing League, with the final round and grand finale hosted at Williams Racing’s gaming facility, the Williams Esports Lounge. 

Moreover, top drivers will have the chance to participate in one-on-one coaching sessions and the winner could even land a place on the Williams Esports Academy team. The campaign will be formed of Summer and Autumn splits and the champion teams will be rewarded with exclusive sim racing bundles and Formula One experiences.

Alongside the in-store simulators, the Williams Racing Esports team will run ‘coaching clinics’ for aspiring sim racing drivers, both virtually and in stores.

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Steven English, Head of Esports at Williams Racing, commented: “We are incredibly excited to be working with Currys on such an engaging and rewarding campaign. The opportunity to provide accessible racing and an introduction to the world of esports across the UK is invaluable, and I know that the coaching clinics will spark an interest for many, as they discover the excitement of virtual racing.

“Along with providing nationwide visibility for the Williams Esports brand, I’m confident that our partnership will also help to uncover budding esports racers and a wealth of hidden talent whilst producing some great racing.”

Earlier this year, Williams Esports unveiled battery manufacturer Duracell as the title partner of its eNASCAR team. The racing organisation also teamed up with Munster Rugby Gaming to support the branch’s foray into sim racing.

Radina Koutsafti
Big Apex Legends fan with seasonal Sims 4 sprees. Loves writing about tech, equality and education in esports.