CHEYENNE, Wyoming — January 27, 2026
Executive Summary
Atlassian Williams F1 Team and Kraken have announced the renewal of their long-term partnership, extending a collaboration that began in 2023 and has focused on fan engagement across digital platforms, live events, and Formula 1 race weekends. Under the renewed agreement, Kraken will continue as the team’s Official Crypto and Web3 Partner, supporting fan-first initiatives including digital collectibles, global Fan Zones, and branded activations connected to the Williams Formula 1 car. According to the teams, the partnership renewal reflects a shared commitment to long-term collaboration and the continued development of technology-enabled fan experiences. The agreement also includes updated on-car branding placements beginning with the 2026 Formula 1 season.
Announcement Overview
Atlassian Williams F1 Team and Kraken have confirmed the extension of their commercial partnership, reinforcing a relationship centered on fan engagement and technology-driven activations within Formula 1. Kraken first partnered with Williams in 2023 and has since served as the team’s Official Crypto and Web3 Partner.
Since the start of the partnership, Kraken and Williams have collaborated on a range of initiatives designed to connect fans more closely with the team. These efforts have included the Grid Pass digital collectible program, which provides registered Williams fans with access to rewards and experiences, and Kraken’s role as Presenting Partner for Williams Fan Zones at events around the world.
The renewed agreement continues this collaboration while expanding the partnership’s presence on the car and across future fan activations. According to the announcement, the partnership renewal aligns with Williams’ broader commercial strategy of building long-term relationships with global brands.
Key Announcement Details
- Announcement type: Partnership renewal
- Partners: Atlassian Williams F1 Team and Kraken
- Original partnership start: 2023
- Renewal period: Long-term (duration not disclosed)
- Industry focus: Sports, crypto, Web3, fan engagement
- Brand designation: Official Crypto and Web3 Partner
- On-car branding: New front-wing placement from 2026
- Geographic scope: Global
Strategic Context
According to the teams, the partnership has focused on leveraging technology associated with digital assets and Web3 to enhance fan interaction with Formula 1. Fan engagement initiatives have included both digital experiences and in-person activations, particularly through Williams Fan Zones located at race venues and international events.
Since 2023, Kraken has also involved fans directly in aspects of car branding through its annual Rear Wing Takeovers. These initiatives have allowed fans to participate in design selections, including the 2025 memecoin-themed activation that featured branding on the Williams car at the Singapore Grand Prix.
Beginning in the 2026 Formula 1 season, Kraken’s branding will move to a new position on the car, appearing prominently on the front wing of the FW48. According to the announcement, this placement reflects the continuation of the partnership and its evolving on-track visibility.
The renewal also takes place as Williams continues to extend relationships with commercial partners across multiple categories, reflecting a broader emphasis on stability and long-term collaboration.
Leadership Statements
“It’s fantastic that Kraken has chosen to renew its partnership with Atlassian Williams F1 Team,” said James Vowles, Team Principal, 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.”
“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,” said Mayur Gupta, Chief Growth & Marketing Officer at Kraken. “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.”
Fan Engagement and Activation Highlights
Since the partnership began, Kraken and Williams have collaborated on multiple fan-focused initiatives. These have included digital collectibles, interactive Fan Zone experiences, and opportunities for fans to engage directly with drivers and team assets without attending race weekends.
Kraken has also served as Presenting Partner for Williams Fan Zones globally, offering fans access to race simulators, close-up car displays, and driver interactions. According to the announcement, these initiatives are expected to continue as the partnership moves forward.
Looking ahead to the 2026 season and beyond, the companies indicated plans to build on existing activations through additional crypto- and Web3-enabled collaborations designed to support fan engagement initiatives worldwide.
About Atlassian Williams F1 Team
Atlassian Williams F1 Team is one of the most established teams in Formula 1. Founded in 1977 by Sir Frank Williams and Sir Patrick Head, the team has won nine Constructors’ World Championships, seven Drivers’ World Championships, and 114 Grand Prix races.
Based in Grove, Oxfordshire, Williams competes at the highest level of motorsport and continues to invest in engineering, racing operations, and fan engagement initiatives as part of its long-term strategy in Formula 1.
About Kraken
Founded in 2011, Kraken is a global crypto platform serving millions of clients worldwide. The platform supports trading in more than 500 digital assets, as well as select traditional assets, including U.S. futures and U.S.-listed stocks and ETFs, across multiple national currencies.
Kraken offers a suite of products including Kraken, Kraken Pro, Kraken Institutional, on-chain services, and the NinjaTrader retail trading platform. The company emphasizes security, regulatory compliance, and transparency, and was the first crypto platform to conduct Proof of Reserves.
Additional information about Kraken is available on its corporate website.
Media / Communications Contacts
Craig Woodhouse
Head of Communications
Atlassian Williams F1 Team
+44 (0) 7485 988 562
Dominique Heyer-Wright
F1 Communications Lead
+44 (0) 7483 012 993
Jules Jackson
Communications Manager
+44 (0) 7483 015 356
Ella Wilton
Communications Manager
+44 (0) 7485 988 575
Abby Ridsdill Smith
Corporate Communications Manager
+44 (0) 7485 988 566
Source Attribution
Source: Company announcement