Williams F1 Team and Kraken Renew Long-Term Partnership Focused on Fan Activations
Atlassian Williams F1 Team and Kraken have renewed their long-term partnership, extending a relationship that has positioned the crypto platform as a central player in Williams’ fan engagement strategy both online and at trackside events.
Kraken first joined Williams in 2023 as the team’s Official Crypto and Web3 partner. Since then, the partnership has centred on fan-first activations designed to bring supporters closer to the team, including digital collectibles, live experiences and interactive branding initiatives.
The renewal comes as Williams continues to build a reputation for long-term commercial relationships with global brands, highlighting stability and continuity as it prepares for Formula 1’s next regulatory era in 2026.
Partnership Built Around Fan Zones, Digital Collectibles and Interactive Branding
Williams and Kraken said the renewed partnership reflects their shared focus on delivering “extraordinary fan experiences online, on-track, and in their world-leading Fan Zones.”
Since 2023, the collaboration has included the Grid Pass digital collectible programme, which offers registered Williams fans access to perks and rewards. Kraken has also served as Presenting Partner for Williams Fan Zones globally, where fans can meet drivers, use racing simulators and view cars up close without needing to attend Grand Prix events.
The partnership has also leaned heavily into community-led branding. Kraken has allowed fans to influence the design of its rear wing branding location through annual Rear Wing Takeovers. One of the most notable activations came in called a “memecoin showdown” that placed “Pengu” on the car in Singapore.
For 2026 and beyond, Kraken’s branding will shift to a new, more prominent location. The company will move from the rear wing to the front wing, taking what the announcement described as “a new position on the car, being at the leading edge of the FW48 with striking branding on the front wing.”
Takeaway
Kraken and Williams Position Renewal as a Long-Term Growth Play Into 2026
Heading into 2026, both brands said they plan to expand Fan Zone activations and pursue additional , aligning with Kraken’s stated mission to accelerate crypto adoption.
The announcement also framed Kraken’s renewal as part of a broader commercial momentum at Williams. The team said Kraken is the latest global partner to renew, following “major renewals or extensions” over the past two seasons with Duracell, Gulf Oil International, VAST Data and Keeper Security.
Williams Team Principal James Vowles said Kraken has played a meaningful role in connecting the team to its fanbase and supporting its long-term competitive ambitions.
“It’s fantastic that Kraken has chosen to renew its partnership with Atlassian Williams F1 Team,” Vowles said. “Kraken has been instrumental in assisting 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.”
From a commercial perspective, the renewal reinforces a key trend in : partners increasingly want measurable engagement, digital interaction and global brand visibility across year-round campaigns—not just logo placement on race weekends.
Takeaway
Kraken Highlights Shared “High-Performance Systems” Mindset With F1 Team
Kraken framed the partnership renewal as a strategic alignment between two organisations focused on performance, engineering and infrastructure.
Mayur Gupta, Kraken’s Chief Growth & Marketing Officer, said the partnership has become a meaningful touchpoint for both brands as they evolve in parallel.
“We first partnered with Atlassian Williams F1 Team in 2023, and as we now enter our fourth year together, the partnership has become an significant touchpoint in our shared success across our respective industries,” Gupta said. “Kraken has grown and evolved significantly since the partnership began, mirroring Williams’ achievements on the track.”
Gupta also linked Kraken’s infrastructure narrative directly to the engineering mindset of Formula 1.
“At its core, this partnership is built on a shared belief that technical excellence and high-performance systems in service of the mission are the keys to success,” he said. “Just as Formula 1 necessitates engineering the right foundations to compete at the highest level, Kraken is focused on building a secure, resilient, and scalable infrastructure to enable the future of open finance.”
He added that both organisations share the identical mindset: “investing in the fundamentals, continuously improving performance, and striving for perfection.”
The messaging reflects a broader shift in crypto sponsorship strategy. Rather than narratives, Kraken is positioning itself as an infrastructure and “open finance” platform, focusing on security, resilience and scalability—values that translate well into Formula 1’s high-performance brand environment.
