We’re excited to announce the renewal of our long-term partnership with Atlassian Williams F1 Staff, marking continued collaboration between two manufacturers centered on innovation, efficiency, and fan engagement.
We first joined Williams as Official Crypto and Web3 Companion in 2023. Since then, our partnership has centered on utilizing crypto and Web3 know-how to convey followers nearer to the crew in significant and interesting methods.
Fan-first activations on and off the observe
Collectively, we’ve got delivered a number of the most partaking fan activations on the Formulation 1 grid. These embrace the Grid Cross digital collectible program, which unlocks unique perks and rewards for registered Williams followers, and Kraken’s function as Presenting Companion of Williams Fan Zones world wide.
Via Fan Zones, supporters can meet drivers, expertise race simulators, and see Formulation 1 vehicles up shut with no need to attend race weekend.
Since 2023, Kraken has additionally put the design of its rear wing branding into the arms of followers by way of annual Rear Wing Takeovers. Highlights embrace the 2025 memecoin showdown that noticed Pengu featured on the automotive in Singapore.
From 2026 onward, Kraken will transfer to a brand new place on the automotive, taking delight of place at the vanguard of the FW48 with hanging branding on the entrance wing.
Constructing momentum towards the longer term
Looking forward to 2026, the partnership will proceed to construct on this momentum with an expanded international Fan Zone presence and thru crypto and Web3 collaborations. This work helps our mission to speed up the adoption of crypto whereas deepening fan engagement inside Formulation 1.
Our renewal makes us the most recent international model to commit long run to Atlassian Williams F1 Staff, because the crew builds a popularity for enduring business partnerships that help transformation each on and off the observe. Over the previous two seasons, Williams has introduced main renewals or extensions with main international manufacturers together with Duracell, Gulf Oil Worldwide, VAST Information, and Keeper Safety.
James Vowles, Atlassian Williams F1 Staff Principal: “It’s unbelievable that Kraken has chosen to resume its partnership with Atlassian Williams F1 Staff. Kraken has been instrumental in serving to Williams convey our passionate followers nearer to the crew, and Kraken’s long-term help for our mission to return to the entrance of the grid offers us additional momentum as we enter Formulation 1’s new laws period.”
Mayur Gupta, Kraken Chief Development & Advertising Officer: “We first partnered with Atlassian Williams F1 Staff in 2023, and as we now enter our fourth 12 months collectively, the partnership has grow to be an essential touchpoint in our shared success throughout our respective industries. Kraken has grown and advanced considerably because the partnership started, mirroring Williams’ achievements on the observe.
At its core, this partnership is constructed on a shared perception that technical excellence and high-performance methods in service of the mission are the keys to success. Simply as Formulation 1 requires engineering the appropriate foundations to compete on the highest degree, Kraken is targeted on constructing a safe, resilient, and scalable infrastructure to allow the way forward for open finance.
Collectively, Kraken and Williams share the identical mindset: investing within the fundamentals, constantly bettering efficiency, and striving for perfection. This shared strategy lays the groundwork for achievement and allows Kraken’s purchasers and Williams’ drivers to win.”