The Atlassian Williams F1 Team and global crypto platform Kraken have renewed their fan-focused partnership as both organisations look to build on several seasons’ worth of digital fan engagement initiatives.
Kraken first joined Williams in 2023 aand the renewed agreement will see the collaboration continue into and beyond the 2026 season.
The deal includes expanded branding on the FW48 car – with Kraken’s logo moving to the leading edge of the front wing – and continued presenting roles in Williams Fan Zones worldwide.
Kraken in recognised as the Official Crypto and Web3 partner of Williams – Web3 refers to the next evolution of the internet built on decentralised blockchain technology: rather than data and digital assets being controlled by central platforms, they are recorded and transacted on distributed networks.
In motorsport partnerships, Web3 technologies are often used to create digital collectibles, fan memberships and interactive experiences that can be owned, traded or activated across events.
The partnership has been anchored around fan-first activations that combine digital and physical engagement.
Kraken has been instrumental in helping Williams bring our passionate fans closer to the team.
James Vowles
These include the ‘Grid Pass’ digital collectible programme, which unlocks perks and rewards for registered Williams supporters, and annual Rear Wing Takeovers, where fans vote on liveries and digital artwork featured on the car’s rear wing.
“It’s fantastic that Kraken has chosen to renew its partnership with Atlassian Williams F1 Team,” said James Vowles, Team Principal of Williams.
“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.”
