Atlassian Williams F1 Team and Kraken have renewed their long-term partnership, continuing their collaboration to enhance fan experiences online and on-track through Web3 initiatives and introducing new branding placement on the FW48 car starting in 2026.
Kraken, a global crypto platform established in 2011, initially joined Williams as an Official Crypto and Web3 partner in 2023. The partnership has since focused on leveraging blockchain technology to deliver fan engagement programs. Notable initiatives include the Grid Pass digital collectible program, which provides perks and rewards to registered Williams fans, and Kraken’s role as Presenting Partner for Fan Zones worldwide. These Fan Zones offer supporters opportunities to meet drivers, use race simulators, and view cars up close without attending races.
Furthermore, Kraken has engaged fans through annual Rear Wing Takeovers, allowing them to influence the design of its rear wing branding. This included the 2025 memecoin showdown that featured Pengu on the car in Singapore. For the 2026 season and beyond, Kraken will shift its branding to the front wing of the FW48, adopting a prominent position.
Building on their momentum into 2026, the two entities plan to expand their Fan Zones and undertake additional crypto and Web3 collaborations. This aligns with Kraken’s broader mission to accelerate the adoption of cryptocurrency. The renewal with Kraken is part of a trend for Atlassian Williams F1 Team, which has been building long-lasting commercial partnerships. The team has also announced significant renewals or extensions with other global brands, including Duracell, Gulf Oil International, VAST Data, and Keeper Security, as it works towards its objectives both on and off the track.
James Vowles, Team Principal, Atlassian Williams F1 Team, stated, “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 F1’s new regulations era.”
Mayur Gupta, Chief Growth & Marketing Officer, Kraken, commented, “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.”
Gupta added, “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 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. 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.”
Atlassian Williams F1 Team, founded in 1977 by Sir Frank Williams and Sir Patrick Head, is one of the most iconic Formula 1 teams. Based in Grove, Oxfordshire, the team has secured nine Constructors’ World Championships, seven Drivers’ World Championships, and 114 Grand Prix victories.
Kraken, founded in 2011, is a long-standing crypto platform trusted by millions globally for trading over 500 digital assets, traditional assets, and six national currencies. Its product suite includes the Kraken App, Kraken Pro, Kraken Institutional, and onchain offerings. Kraken is recognized for its transparency and security, being the first crypto platform to conduct Proof of Reserves.
