We first joined Williams as 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 meaningful and engaging ways.
Fan-first 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 collectible program, which unlocks exclusive perks and rewards for registered Williams fans, and Kraken’s role as Presenting Partner of Williams Fan Zones around the world.
Through Fan Zones, supporters can meet drivers, experience race simulators, and see Formula 1 cars up close without needing to attend race weekend.
Since 2023, Kraken has also put the design of its rear wing branding into the hands of fans through annual Rear Wing Takeovers. Highlights include the 2025 memecoin showdown that saw Pengu featured on the car in Singapore.
From 2026 onward, Kraken will move to a new position on the car, taking pride of place at the leading edge of the FW48 with striking branding on the front wing.
Building momentum toward the future
Looking ahead to 2026, the partnership will continue to build on this momentum with an expanded global Fan Zone presence and through crypto and Web3 collaborations. This work supports our mission to accelerate the adoption of crypto while deepening fan engagement within Formula 1.
Our renewal makes us the latest global brand to commit long term to Atlassian Williams F1 Team, as the team builds a reputation for enduring commercial partnerships that support transformation both on and off the track. Over the past two seasons, Williams has announced major renewals or extensions with leading 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 Formula 1’s new regulations era.”
Mayur Gupta, Kraken Chief Growth & Marketing Officer:“We first partnered 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 across our respective industries. Kraken has grown and evolved significantly since the partnership began, mirroring Williams’ achievements on the track.
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. Just as Formula 1 requires 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.
Together, Kraken and Williams share the same mindset: investing in the fundamentals, continuously improving performance, and striving for perfection. This shared approach lays the groundwork for success and enables Kraken’s clients and Williams’ drivers to win.”
Explore Kraken x Atlassian Williams
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