Atlassian Williams F1 Team and Kraken renew long-term fan-first partnership

Heading into 2026, the two brands will build on their momentum through Fan Zones and a host of other crypto and web3 collaborations

Published

27 JAN 2026

Est. reading time

3 min

Atlassian Williams F1 Team and Kraken are pleased to announce that they have renewed their long-term partnership, in a mark of the brands’ continued commitment to extraordinary fan experiences online, on-track, and in their world-leading Fan Zones.

Kraken, one of the world’s longest-standing crypto platforms trusted by millions of clients globally, first joined Williams as Official Crypto and Web3 partner in 2023.

As partners, Williams and Kraken have harnessed the technology that powers cryptocurrencies to deliver some of the grid’s most engaging fan activations – including the Grid Pass digital collectible programme which unlocks perks and rewards for registered Williams fans, and with Kraken acting as Presenting Partner for Fan Zones around the world to give supporters the chance to meet drivers, race sims and see cars up close without needing to attend races.

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Since 2023, Kraken has also put the design of its rear wing branding location into the hands of fans via annual Rear Wing Takeovers – including the 2025 memecoin showdown that put Pengu on the car in Singapore. For 2026, onwards Kraken will take up a new position on the car, being at the leading edge of the FW48 with striking branding on the front wing.

Fans at our 2025 London Fan Zone, presented by Kraken:

Heading into 2026, the two brands will build on this momentum through Fan Zones and a host of other crypto and web3 collaborations, as Kraken drives forward its mission to accelerate the adoption of crypto. Kraken is the latest global company to renew with Williams as the team builds a reputation for long-lasting commercial partnerships that are helping the team to transform on and off track in pursuit of World Championship success. Over the past two seasons the team has announced major renewals or extensions with leading global brands including Duracell, Gulf Oil International, VAST Data, and Keeper Security.

James Vowles, Team Principal, Atlassian Williams F1 Team:

“It’s fantastic that Kraken has chosen to renew its partnership with 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.”

Mayur Gupta, Chief Growth & Marketing Officer, Kraken:

“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. Kraken has grown and evolved significantly since the partnership began, mirroring Williams’ achievements on the track.

“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. Together, Kraken and Williams share the same mindset: investing in the fundamentals, continuously improving performance, and striving for perfection. This shared approach lays the groundwork for success and enables Kraken’s clients and Williams’ drivers to win.”

Official 2026 Team Kit

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