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Williams Racing
and Kraken are proud to announce that their pioneering and fan-focused
global partnership will be expanded and extended into the 2025 Formula 1
season.
Kraken, a leading crypto platform used by more than 13 million clients
worldwide, joined Williams Racing’s mission to return to the front of the
grid as Official Crypto and Web3 partner in 2023 – uniting two of the most
trusted and longest-standing brands in our respective industries.
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 our 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 our 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 will continue to bring
its mission of accelerating the adoption of crypto to the forefront, with
enhanced branding on the Williams Racing car to 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 feature prominently on driver race suits,
helmet and team kit, and Kraken will continue as Presenting Partner at five
fan zones to provide more memorable experiences for supporters.
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.
James Vowles, Team Principal: “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.”
Mayur Gupta, CMO, Kraken: "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." |
