The Williams F1 Racing team has extended its global partnership with cryptocurrency exchange Kraken until the end of the 2025 Formula 1 season.
In 2023, Kraken first partnered with the F1 team to become its official crypto and Web3 partner. The crypto company’s logo will continue to feature prominently on Williams Racing’s driver race suits, helmets and team kits.
Furthermore, Kraken will remain as the presenting partner at five fan zones to provide more fan engagement opportunities and benefits.
For the third year of the partnership in 2025, Kraken will continue to accelerate the adoption of crypto to the forefront, with enhanced branding on the Williams Racing car, driven by Alex Albon and Carlos Sainz.
James Vowles, Williams Racing Team Principal, stated: “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.”
The partnership has proved fruitful since first coming together in 2023. Both parties collaborated on the free Grid Pass digital collectible that enabled fans of the F1 team to earn perks and rewards.
Kraken also led the development of two annual Rear Wing Takeover contests, allowing fans to design the rear wing of the racing car through their digital collectibles.
Mayur Gupta, CMO of Kraken, added: “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 continuing delivering thrilling experiences that bring the Williams Racing community closer to the action.”
