Williams and Kraken double down: Long term fan first partnership renewed as team targets deeper global engagement
Atlassian Williams Formula One (F1) Team along with Kraken, one of the world’s longest standing and most trusted crypto platforms serving millions of users daily. Have announced a renewal of their long term partnership, continuing Kraken’s role as the team’s official crypto and web3 partner. Focusing on expanding fan first digital experiences which include the grid pass digital collectible programme, enhanced fan zones at race weekends in addition to new web3 powered engagement initiatives.
Both brands emphasise a shared commitment to innovation, fan engagement and web3 driven experiences.
James Vowles, Team Principal Atlassian Williams F1 Team said: “Kraken has been instrumental in helping Williams bring our passionate fans closer to the team and Kraken’s long term support for our mission to return to the front of the grid gives us further momentum as we enter F1’s new regulations era.”
The partnership builds on strong momentum since 2023, when Kraken first joined Williams and helped deliver some of the grid’s most engaging fan activations.
Since 2023, Kraken has also put the design of its rear wing branding location into the hands of fans via annual rear wing takeovers, including the 2025 memecoin showdown that put Pengu on the car in Singapore.
Mayur Gupta, Chief Growth & Marketing Officer Kraken said: “Together, Kraken and Williams share the same mindset: investing in the fundamentals, continuously improving performance and striving for perfection. This shared approach lays the groundwork for success and enables Kraken’s clients and Williams’ drivers to win.”
Kraken is the latest global company to renew with Williams as the team builds a reputation for long lasting commercial partnerships that are helping the team to transform on and off track in pursuit of World Championship success. Over the past two seasons the team has announced major renewals or extensions with leading global brands including Duracell, Gulf Oil International, VAST data and Keeper Security.
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