The Williams Racing Formula 1 (F1) motor racing team and US cryptocurrency exchange platform Kraken have expanded and extended their global partnership through the 2025 F1 season.

For the third year of the partnership in 2025, Kraken will have enhanced branding on the Williams Racing cars driven by Alex Albon and Carlos Sainz.

Kraken’s logo will also feature prominently on driver race suits, helmets, and team kits, while Kraken will continue as a presenting partner of five Williams fan zones.

The firm first signed an agreement with Williams in 2023 as its official crypto and web3 partner.

This has included Kraken’s free Grid Pass digital collectible program, which contains perks and rewards for registered Williams fans.

Additionally, Kraken led the development of two annual Rear Wing Takeover contests, which gave fans the chance to design the Williams rear wing, and supporters have also had the chance to have their digital collectibles featured on the Williams racing cars.

Mayur Gupta, chief marketing officer at Kraken, added: "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 program, are redefining fan engagement, giving back to supporters through both in-person and digital initiatives.”

Williams has also signed commercial deals with SunGod, Komatsu, VAST Data, Keeper Security, Globant, Jumeirah Hotels and Resorts, and Mercado Libre in 2024.

Williams’ portfolio of partners also includes brands such as Duracell, Michelob Ultra, Dorilton, Puma, Pirelli, and Crew Clothing.