Williams Racing, a storied Formula 1 team, has announced a new expanded partnership with Kraken, a leading cryptocurrency exchange.
Kraken became part of Williams Racing’s goal of getting back to the forefront of the grid as an official crypto and web3 partner in 2023, bringing together two of the most trusted and longest-standing companies in their respective sectors. Following that, the alliance has changed fan involvement in Formula 1, online and offline, by leveraging the technology that underpins cryptocurrencies to create novel fan experiences.
The cornerstone has been the unit’s free Grid Pass digital collectible programme, which provides benefits and prizes to registered Williams fans.
Kraken has also promoted Williams Racing Fan Zones throughout the world as a presenting partner, allowing almost 200,000 visitors to immerse themselves in the team by meeting drivers, playing racing simulations, and seeing cars up close. Kraken also oversaw the development of two annual Rear Wing Takeover contests, which gave fans control over the design of the Williams rear wing and allowed supporters to have their digital collectibles on the vehicle.
Kraken will continue to further its goal of promoting the adoption of cryptocurrency during the third year of the collaboration in 2025. This will be demonstrated by improved branding on the Williams Racing vehicle, driven by one of the most powerful driver combinations on the circuit in Alex Albon and Carlos Sainz.
To provide fans with more unforgettable experiences, Kraken will continue to be the presenting partner at five fan zones. Its distinctive emblem will also be prominently displayed on driver race suits, helmets, and team uniforms.
James Vowles, Team Principal, said, “It is great that Kraken will be continuing with Williams for 2025 with an enhanced global partnership that puts fans first. Kraken were among the first major companies to back our transformation project in pursuit of championship success, uniting two long-standing and highly-trusted organisations in our respective fields, and have seen the progress we have made and the bright future ahead. The partnership exemplifies our approach to build long-lasting relationships that deliver innovative and effective activations, and I look forward to working together in ways that bring fans even closer to the team in the year ahead.”
Mayur Gupta, CMO, Kraken, said, “We are thrilled to extend our partnership with Williams Racing into 2025 and excited to build on the momentum we’ve created together for a third consecutive year. Experiences at the intersection of Web3 and motorsports, like the Rear Wing Takeover contests and Grid Pass programme, are redefining fan engagement, giving back to supporters through both in-person and digital initiatives.
“Our shared commitment to putting fans first and driving progress is what makes this partnership so special, and we’re looking forward to continue delivering thrilling experiences that bring the Williams Racing community closer to the action.”
In recent times, Kraken has also partnered with top European football clubs, including RB Leipzig, Tottenham Hotspur, and Atlético de Madrid.