The Williams Formula One team have expanded their partnership with cryptocurrency firm Kraken from the 2025 season.
Contract:
- Kraken will receive more enhanced branding on the 2025 car
- Logo will feature more prominently on driver overalls, helmets and team kit
- Company to continue as presenting partner at five fan zones
Context:
Kraken became the Grove-based team’s first cryptocurrency and Web 3.0 partner in 2023, with a focus on delivering events and experiences to fans. Examples of this include the Grid Pass digital collectible programme, which unlocks perks and rewards for registered Williams fans.
Kraken has also given 200,000 visitors the opportunity to immerse themselves in the team through fan zones, as well as allowing supporters to design the artwork of the car’s rear wing with two annual contests.
Comment:
James Vowles, team principal of the Williams Formula One team, 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.”
Coming next:
Formula One returns to action this weekend with the United States Grand Prix from 18th to 20th October.
Go deeper:
- Inside the deal: Why Williams stepped back into the crypto world with Kraken
- The comeback trail: How Williams’ new commercial strategy is winning over sponsors
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