We are delighted to announce the renewal of our long-term partnership with Atlassian Williams F1 Team, marking an ongoing collaboration between two brands focused on innovation, performance and fan engagement.
We first joined Williams as an Official Crypto and Web3 Partner in 2023. Since then, our partnership has focused on using crypto and Web3 technology to bring fans closer to the team in a meaningful and engaging way.
Fan-only activations on and off the track
Together we have delivered some of the most engaging fan activations on the Formula 1 grid. These include the Grid Pass Digital Collection Programwhich unlocks exclusive perks and rewards for registered Williams fans, as well as Kraken’s role as Presenting Partner of Williams Fan Zones across the world.
Through Fan Zones, fans can meet drivers, experience racing simulators and see Formula 1 cars up close without needing to attend the race weekend.
Since 2023, Kraken has also entrusted fans with the design of its rear wing as part of an annual program. Rear wing repairs. Highlights include the 2025 memecoin showdown which saw Penguin featured on the car in Singapore.
From 2026, Kraken will occupy a new position on the car, taking pride of place at the leading edge of the FW48 with a striking branding on the front wing.
Create momentum towards the future
Looking ahead to 2026, the partnership will continue to build on this momentum with an expanded global presence in the Fan Zone and through crypto and Web3 collaborations. This work supports our mission to accelerate crypto adoption while deepening fan engagement within Formula 1.
Our renewal makes us the latest global brand to make a long-term commitment to Atlassian Williams F1 Team, as the team builds a reputation for enduring commercial partnerships that support transformation on and off the track. Over the past two seasons, Williams has announced major renewals or expansions with major global brands, including Duracell, Gulf Oil International, VAST Data and Keeper Security.
James Vowles, Atlassian Williams F1 Team Principal: “It’s fantastic that Kraken has chosen to renew its partnership with Atlassian Williams F1 Team. 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 the new regulatory era of Formula 1.”
Mayur Gupta, Kraken’s Director of Growth and Marketing: “We first established a partnership with Atlassian Williams F1 Team in 2023, and as we now enter our fourth year together, the partnership has become an important touchpoint in our shared success in our respective industries. Kraken has grown and evolved significantly since the partnership began, mirroring Williams’ achievements on the track.”
This partnership is essentially based on the common conviction that technical excellence and efficient systems serving the mission are the keys to success. Just as Formula 1 requires establishing the foundations necessary to compete at the highest level, Kraken is focused on building a secure, resilient and scalable infrastructure to enable the future of open finance.
Together, Kraken and Williams share the same mindset: investing in fundamentals, continually improving performance and striving for perfection. This shared approach lays the foundation for success and allows Kraken customers and Williams drivers to win.
