Kraken and Williams F1 extend partnership
Kraken has renewed its long-term partnership with Atlassian Williams F1 Team to continue sponsorship, fan-focused crypto and Web3 activations.
Kraken has renewed its long-term partnership with Atlassian Williams F1 Team, extending a collaboration centred on fan engagement and crypto and Web3 technology.
The crypto-exchange company, in an announcement, said the renewal will build on existing fan-first activity, expand upon its Fan Zone presence at events and continue crypto and Web3 collaborations to deepen fan engagement and accelerate crypto adoption within Formula 1.
“It’s fantastic that Kraken has chosen to renew its partnership with Atlassian Williams F1 Team," said ames Vowles, Atlassian Williams F1 Team Principal.
"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 Formula 1’s new regulations era.”
Since joining Williams as Official Crypto and Web3 Partner in 2023, the partnership has delivered the Grid Pass digital collectible program, which unlocks exclusive perks for registered Williams fans, and Kraken has served as Presenting Partner of Williams Fan Zones.
These Fan Zones have allowed supporters to meet drivers, use race simulators, and view cars without attending race weekends.
Kraken has also run annual "Rear Wing Takeovers", including a 2025 memecoin event that featured Pengu on the car in Singapore.
From 2026, Kraken will move to a new position on the car, taking pride of place at the leading edge of the FW48 with branding on the front wing.
Related reading
- Kraken launches DeFi Earn to simplify access to onchain yields
- Republic Europe unveils retail vehicle for indirect exposure to Kraken equity
- Tezos Tallinn cuts block time to 6 seconds
The renewal makes Kraken the latest global brand to commit long-term to Atlassian Williams F1 Team, the exchange said, following recent agreements with Duracell, Gulf Oil International, VAST Data and Keeper Security.
Looking ahead, the partners said the collaboration will continue through 2026 with an expanded Fan Zone programme and further crypto and Web3 projects.
The Recap
- Kraken renews partnership with Atlassian Williams F1 Team.
- Kraken becomes front-wing sponsor on the FW48 race car.
- Expanded global Fan Zone presence and Web3 work from 2026.
