In a significant development for both the cryptocurrency and motorsport communities, Kraken has renewed its partnership with the Atlassian Williams F1 Team. This long-term collaboration aims to enhance fan engagement through innovative applications of crypto and Web3 technologies. The renewed agreement signifies a commitment to providing exceptional experiences for fans both online and at various events throughout the Formula 1 season.
Since their initial partnership began in 2023, Kraken has served as the Official Crypto and Web3 Partner for Williams. The collaboration has already showcased several groundbreaking fan-first initiatives, including the Grid Pass digital collectible program. This program offers registered fans exclusive rewards and perks, further deepening their connection to the team.
Kraken”s involvement extends beyond digital initiatives. The firm has taken a prominent role as the Presenting Partner of Williams Fan Zones globally. These Fan Zones allow fans to meet drivers, engage with race simulators, and view Formula 1 cars closely, enhancing the race day experience without the need to attend in person.
Moreover, the partnership has embraced fan creativity through the annual Rear Wing Takeovers, where fans have the opportunity to design the rear wing branding of the Williams car. Notable highlights include the recent 2025 memecoin showdown, which featured the Pengu token in Singapore. Starting in 2026, Kraken will transition to a new prominent position on the car, showcasing its branding on the front wing of the FW48 model.
As the partnership progresses towards 2026, both Kraken and Williams are set to expand their global Fan Zone presence and explore further collaborations within the crypto and Web3 landscape. This strategic direction aims to bolster the adoption of cryptocurrencies while enhancing the overall fan experience in Formula 1.
James Vowles, Principal of the Atlassian Williams F1 Team, expressed enthusiasm about the renewal, highlighting Kraken”s pivotal role in connecting fans with the team. Vowles noted that Kraken”s ongoing support aligns with Williams” objective to regain a competitive edge in the sport as they navigate new regulations.
Mayur Gupta, Kraken”s Chief Growth & Marketing Officer, remarked on the evolution of their partnership, emphasizing the shared values of technical excellence and high-performance systems that define both organizations. This collaboration reflects a mutual commitment to investing in foundational improvements to ensure success in their respective fields.
The renewal of this partnership underscores Kraken”s dedication to fostering innovative fan experiences and supporting Williams” journey toward future achievements in Formula 1.
