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Williams Racing and Kraken are thrilled to announce the expansion and extension of their pioneering global partnership into the 2025 Formula 1 season. Kraken, a leading crypto platform trusted by over 13 million clients globally, first joined forces with Williams Racing in 2023 as the Official Crypto and Web3 partner. This collaboration brought together two of the most respected and enduring brands in their respective industries, united by a shared commitment to innovation and fan engagement.
Since the start of the partnership, Williams Racing and Kraken have redefined fan interaction both online and offline, using the same blockchain technology that powers cryptocurrencies to create unique, immersive experiences for Formula 1 fans worldwide. A key highlight of this collaboration has been the Grid Pass digital collectable program, which provides Williams fans with exclusive perks and rewards. This initiative has been a game-changer in how fans engage with the team, offering benefits that go beyond traditional support.
Kraken has also played a central role as the Presenting Partner for Williams Racing Fan Zones across the globe. These zones, which have attracted nearly 200,000 visitors, offer fans the chance to get up close and personal with the team—meeting drivers, experiencing racing simulators, and viewing the iconic Williams cars. Further emphasizing fan inclusion, Kraken introduced the Rear Wing Takeover contests, empowering fans to design Williams’ rear wing and feature their digital collectables on the car—a rare opportunity to leave a personal mark on the Formula 1 stage.
Looking ahead to the 2025 season, Kraken will elevate its involvement with enhanced branding across the Williams Racing car, which will be driven by Alex Albon and Carlos Sainz—one of the most formidable driver line-ups on the grid. Kraken’s iconic logo will also be prominently displayed on the drivers’ race suits, helmets, and the team’s kit, further solidifying its presence in the sport. The partnership will continue to bring memorable fan experiences, with Kraken set to remain the Presenting Partner at five global fan zones.
Kraken’s continued commitment to Williams Racing reflects the team’s growing strength on and off the track. In addition to Kraken, Williams Racing has welcomed other major global partners in 2024, including Komatsu, VAST Data, Keeper Security, Globant, and Mercado Libre, further bolstering the team’s resurgence.
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James Vowles, Team Principal of Williams Racing, expressed his enthusiasm for the partnership’s continuation:“It is fantastic to have Kraken with us for 2025, expanding a global partnership that puts fans at the forefront. Kraken was one of the first major companies to support our transformation project, and they have witnessed the progress we’ve made toward our long-term goals. This partnership demonstrates our dedication to creating long-lasting relationships that deliver innovative fan experiences, and I look forward to building on this momentum next season.”
Mayur Gupta, Chief Marketing Officer at Kraken, echoed Vowles’ sentiment:“We are thrilled to extend our partnership with Williams Racing for a third consecutive year. The experiences we’ve co-created at the intersection of Web3 and motorsport, from the Rear Wing Takeover contests to the Grid Pass program, have redefined fan engagement. Together, we’re committed to delivering even more thrilling experiences that bring the Williams Racing community closer to the action, both digitally and in person.”
As Williams Racing and Kraken move forward into 2025, their partnership will continue to set new standards for fan engagement in Formula 1, blending cutting-edge technology with the passion of the sport to create unforgettable experiences for supporters worldwide.
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