Leading crypto exchange Kraken has entered the Formula One arena through a partnership with the iconic sports team Williams Racing.
Despite the recent decline in sports partnerships, the collaboration aims to bring the world of virtual assets closer to motorsports fans worldwide.
Kraken Joins Forces with Williams Racing
In an announcement on March 23, 2023, the company’s logo will appear on the halo and rear wings of Williams Racing’s FW45 car driven by Alex Albon and Logan Sargeant in the upcoming Formula 1 Rolex Australian Grand Prix 2023.
The brand will also be displayed on the cars throughout the 2023 FIA Formula One World Championship season. Aside from the cars, the logo will be placed on Williams sports items, including the race suits and team caps.
Kraken and Williams will also work together on designing a limited-edition cap for the selected Grands Prix under the new collaboration.
Both companies share similar values regarding innovation, services, and commitment to providing good services to customers and fans.
While Kraken prides itself as one of the world’s largest standing crypto trading platforms, Williams Race has a track record of success, winning 16 FIA Formula One World Championships titles since its inception in 1977.
“We are proud that Kraken is entering Formula 1 with Williams Racing, bringing together two of the most trusted and longest-standing brands in our respective industries. We’re excited to get the partnership underway to offer our fans cutting-edge crypto and Web3 experiences while enabling Kraken to reach new institutional clients and businesses through our network and events,” said James Bower, Commercial Director, Williams Racing.
Creating NFT Experiences for Fans
In addition to displaying Kraken’s logo on its cars, the two firms plan to create digital collectible experiences for fans.
Non-fungible token (NFT) collectors holding some of the digital artwork listed on the exchange’s NFT marketplace can display their collections alongside Kraken on the rear wings.
The new partnership makes Kraken the official crypto partner of the motorsport team.
The exchange will educate fans about the industry while participating in selected fan zone initiatives throughout the season with pop-up experiences.
Speaking on the partnership, Mayur Gupta, the chief marketing officer at Kraken, said the collaboration would enable the exchange to engage directly with motorsport fans during live events, showcasing the power of crypto.
