Business: Williams extend its partnership with its Web3 partner
With the season approaching its final stages, Williams has confirmed that it has expanded and extended its fan-focused global partnership with Kraken into the 2025 Formula 1 season.
Kraken, a leading crypto platform used by more than 13 million clients worldwide, joined Williams as Official Crypto and Web3 partner in 2023.
Since then, the partnership has redefined fan engagement in Formula 1 both on and offline, harnessing the technology that powers cryptocurrencies to provide innovative fan experiences.
The centrepiece has been the free Grid Pass digital collectible programme which unlocks perks and rewards for registered Williams fans. Kraken has also elevated Williams Racing Fan Zones across the world as Presenting Partner – giving almost 200,000 visitors the chance to immerse themselves in the team by meeting drivers, racing sims and seeing its cars up close.
Additionally, Kraken led the development of two annual Rear Wing Takeover contests, which has put the design of the Williams rear wing into the hands of fans and given supporters the chance to have their digital collectibles featured on the car.
For the third year of the partnership in 2025, Kraken’s logo will feature prominently on driver race suits, helmet and team kit, and Kraken will continue as Presenting Partner at five fan zones.
Kraken is the latest global company to commit to Williams this season as the team continues to strengthen on and off track. Williams has also welcomed Komatsu, VAST Data, Keeper Security, Globant and Mercado Libre as partners in 2024.
Commenting on the announcment, Williams team boss James Vowles 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.”
Speaking of the extended partnership, Kraken's CMO Mayur Gupta 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."
