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Kraken Partners With Williams Racing In F1 Crypto Sponsorship Deal

Kraken, a major US cryptocurrency exchange, recently announced a partnership deal with the Williams Racing F1 team, marking the first significant crypto return to Formula 1 this year. The deal includes Kraken’s branding of Williams race cars, as well as collectible fan NFTs and branded team merchandise. Additionally, digital collectibles belonging to customer KrakenNFT will be featured on the rear spoiler of the car during select races. The announcement comes after several Formula 1 racing teams dropped their crypto sponsorship deals at the end of 2022.

Williams Racing Chief Commercial Officer James Bower said he was delighted to bring cutting-edge crypto and Web3 experiences to his fans through this partnership while enabling Kraken to reach new institutional and enterprise customers through its network and its events.

Formula 1 teams have been cautious about crypto advertising after last year’s high-profile meltdowns. The Mercedes F1 team suspended its partnership deal with exchange FTX, worth an estimated $27 million, while Ferrari ended its long-term deal with Swiss blockchain organization Velas in January. Additionally, Alfa Romeo dropped its sponsor, Vauld, over issues at the crypto lender last year.

Several countries, including Singapore and France, imposed restrictions on trackside crypto ads last year, forcing some teams to remove them. However, some sponsorship deals remained, with the Aston Martin team retaining its crypto sponsors and Socios, and Binance remaining the partner of the Alpine team. OKX and Tezos are still with McLaren Racing, and racing team Red Bull has retained its crypto sponsor Bybit, while OpenSea is still with Haas.

Kraken’s F1 sponsorship deal and its implications

Kraken’s partnership with Williams Racing could mean a return for crypto companies to racing and sports in 2023 as markets recover. This agreement shows that crypto companies are increasingly confident in their advertising strategies and the ability of the sports industry to embrace crypto and blockchain technology. It also highlights the potential of NFTs in sports and their ability to provide fans with unique experiences and collectibles.

Kraken’s sponsorship deal is not just about branding, but also showcasing the benefits of Web3 technology. The partnership enables Kraken to reach new institutional and corporate clients through the Williams Racing network and events. This shows that crypto firms are not only looking to attract retail clients, but also institutional clients.

Additionally, the deal provides Williams Racing with access to cutting-edge crypto and Web3 experiences, which could improve the team’s brand and fan engagement. The use of NFTs could provide a unique and personalized experience for fans, making them feel closer to the team and increasing their loyalty.

Kraken’s partnership with Williams Racing could be the start of a new era of crypto sponsorships in sports. As crypto and blockchain technology continues to grow, sports teams and organizations are likely to embrace it, creating opportunities for crypto companies to partner with them.

The benefits of crypto and blockchain technology in sports are many, including increased transparency and fan engagement, new revenue streams, and improved security. With the continued growth of the crypto industry and the adoption of blockchain technology, it is likely that we will see more crypto businesses partnering with sports teams and organizations in the years to come.


Kraken’s partnership with Williams Racing is a significant development for crypto advertising in sports, particularly in Formula 1 racing. The deal showcases the potential of NFTs in sports and highlights the benefits of the technology Web3 for crypto companies and sports teams. As the crypto industry continues to recover, we can expect to see more crypto businesses partnering with sports teams and organizations in the future.

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