Williams F1 team unveils Terra Virtua as official metaverse partner

Partnership to explore digital collectible and generative art opportunities, as well as boosting fan experience.

Williams F1 team unveils Terra Virtua as official metaverse partner

Williams Racing

Williams Racing have unveiled Terra Virtua as their official metaverse partner on a multi-year deal signed at last weekend's Miami Grand Prix.

The collaboration will celebrate one of British motorsport’s most innovative and successful racing teams to date. With an absolute focus on engagement, the partnership will look to add greater depth to the fan experience on race weekends and beyond.

Williams and Terra Virtua will also explore opportunities to develop digital collectible and generative art projects, to take Williams Racing fans into the metaverse through interactive experiences in virtual environments.

As the official metaverse partner, Terra Virtua branding will appear on the car barge boards, driver race suits, and mechanic overalls. The Terra Virtua logo will be placed on a variety of digital and physical team assets.

“It’s a privilege to work with a British racing team with such an incredible legacy in motorsport. As progressive innovators in the space, we feel Terra Virtua has an affinity with the team,” said Terra Virtua's chief executive, Jawad Ashraf.

“We can’t wait to get started and continue to explore further opportunities to collaborate.”

James Bower, commercial director for Williams Racing, added: “Collaborating with Terra Virtua presents an opportunity to engage with the race fans of the future in an entirely new way.

“With Terra Virtua using Polygon blockchain, which has strong sustainability credentials, it also aligns with the team’s sustainability values.”