We’re excited to announce the renewal of our long-term partnership with Atlassian Williams F1 Workforce, marking continued collaboration between two manufacturers centered on innovation, efficiency, and fan engagement.
We first joined Williams as Official Crypto and Web3 Accomplice in 2023. Since then, our partnership has centered on utilizing crypto and Web3 know-how to carry followers nearer to the group in significant and interesting methods.
Fan-first activations on and off the monitor
Collectively, we now have delivered a few of the most participating fan activations on the System 1 grid. These embody the Grid Move digital collectible program, which unlocks unique perks and rewards for registered Williams followers, and Kraken’s position as Presenting Accomplice of Williams Fan Zones all over the world.
By means of Fan Zones, supporters can meet drivers, expertise race simulators, and see System 1 automobiles up shut while not having to attend race weekend.
Since 2023, Kraken has additionally put the design of its rear wing branding into the palms of followers by way of annual Rear Wing Takeovers. Highlights embody the 2025 memecoin showdown that noticed Pengu featured on the automobile in Singapore.
From 2026 onward, Kraken will transfer to a brand new place on the automobile, taking delight of place at the vanguard of the FW48 with placing branding on the entrance wing.
Constructing momentum towards the long run
Looking forward to 2026, the partnership will proceed to construct on this momentum with an expanded international Fan Zone presence and thru crypto and Web3 collaborations. This work helps our mission to speed up the adoption of crypto whereas deepening fan engagement inside System 1.
Our renewal makes us the newest international model to commit long run to Atlassian Williams F1 Workforce, because the group builds a popularity for enduring business partnerships that assist transformation each on and off the monitor. Over the previous two seasons, Williams has introduced main renewals or extensions with main international manufacturers together with Duracell, Gulf Oil Worldwide, VAST Information, and Keeper Safety.
James Vowles, Atlassian Williams F1 Workforce Principal: “It’s unbelievable that Kraken has chosen to resume its partnership with Atlassian Williams F1 Workforce. Kraken has been instrumental in serving to Williams carry our passionate followers nearer to the group, and Kraken’s long-term assist for our mission to return to the entrance of the grid provides us additional momentum as we enter System 1’s new rules period.”
Mayur Gupta, Kraken Chief Progress & Advertising and marketing Officer: “We first partnered with Atlassian Williams F1 Workforce in 2023, and as we now enter our fourth yr collectively, the partnership has change into an necessary touchpoint in our shared success throughout our respective industries. Kraken has grown and developed considerably because the partnership started, mirroring Williams’ achievements on the monitor.
At its core, this partnership is constructed on a shared perception that technical excellence and high-performance programs in service of the mission are the keys to success. Simply as System 1 requires engineering the best foundations to compete on the highest degree, Kraken is concentrated on constructing a safe, resilient, and scalable infrastructure to allow the way forward for open finance.
Collectively, Kraken and Williams share the identical mindset: investing within the fundamentals, repeatedly enhancing efficiency, and striving for perfection. This shared strategy lays the groundwork for achievement and permits Kraken’s shoppers and Williams’ drivers to win.”
