Kraken
Williams F1 Sponsor
What Is Kraken's Williams F1 Deal Worth?
Kraken’s Williams deal comes in at around $5m a year by our reckoning, a figure pitched at a partner with car branding and fan rights but no naming or principal billing. Neither company put a number on it when the deal was renewed in January 2026.
That’s level with Gulf and just under Duracell‘s $6m, and it’s a sixth of Atlassian’s title deal. Crypto money runs bigger at McLaren, where OKX is put at $25m.
The $5m deal equals about a day of Kraken's $2.2bn revenue.
GlobalData's $25m a year figure for OKX at McLaren, used for the crypto comparison.
Lists Kraken among the current Williams partners and shows no other crypto exchange, with no fees given.
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Insider · Issue 23
01 · The Last Race
Singapore by Salary
Pos
Driver
Pts
Salary
1
Max Verstappen
Red Bull
25
$70m
2
Charles Leclerc
Ferrari
18
$34m
3
Kimi Antonelli
Mercedes
15
$3.4m
4
Lando Norris
McLaren
12
$30m
5
Oscar Piastri
McLaren
10
$13m
6
Insider+
7
Insider+
Our Take · Insider+
What Each Point Now Costs Red Bull
Fan Zone Presenting Partner
How Kraken's Williams Sponsorship Works
The January 2026 renewal moved Kraken’s branding from the rear wing to the front wing of the FW48. Kraken also presents the team’s Fan Zones worldwide, where supporters meet drivers and try race simulators, and it’s behind Grid Pass, a digital collectible that gives registered fans extra perks.
The exchange is run by Payward, which moved Kraken’s headquarters from San Francisco to Cheyenne, Wyoming in June 2025, and Arjun Sethi and Dave Ripley are co-CEOs. It reported adjusted revenue of $2.2bn and adjusted EBITDA of $531m for 2025, with no net profit figure.
January 27, 2026 renewal covering the front wing move, Fan Zones, Grid Pass and the Rear Wing Takeovers.
Williams' partner page describing Kraken as presenting sponsor of its Fan Zone experiences since 2023.
Kraken's 2025 figures, with $2.2bn of adjusted revenue and $531m of adjusted EBITDA.
Confirms the June 2025 move of Kraken's headquarters from San Francisco to Cheyenne, Wyoming.
Why Does Kraken Sponsor Williams?
Kraken bought a deal built around fans taking part. Since 2023 supporters have designed its Williams rear wing branding through yearly Rear Wing Takeovers, and James Vowles has credited Kraken with bringing fans closer to the team.
Its football deals take in Tottenham’s men’s and women’s shirt sleeves from 2024 plus Atlético de Madrid and RB Leipzig, and in June 2026 Kraken became Official Crypto Exchange Supporter of the FIFA World Cup. At Grove it’s the only crypto brand on the partner list, so it doesn’t share the team’s fans with a rival exchange.
The 2024 deal that put Kraken on the sleeves of Tottenham's men's and women's shirts.
June 2026 announcement of Kraken's supporter role at the FIFA World Cup, an event-specific deal.
Kraken F1 Sponsorship History
Kraken’s Williams deal started in 2023 and has been extended twice, and its branding has moved from the rear wing to the front wing along the way.
Kraken and Williams F1 Questions
Kraken renewed with Williams on January 27, 2026, in a deal both sides describe as long-term. It keeps Kraken as presenting partner of the Williams Fan Zones and moves its branding to the front wing of the FW48, the car built for the 2026 rules.
Kraken’s logo sits on the front wing of the Williams FW48 in 2026. It ran on the rear wing from 2023 to 2025, and fans designed the branding each year. Away from the car, Kraken’s name is on the Fan Zones at races around the world.
Kraken’s Williams sponsorship is worth around $5m a year on F1 Salaries’ figures, as the fee has never been published. That’s the level for car branding and fan rights without naming billing, and it’s well below the $30m put on Atlassian‘s title deal.
Kraken started sponsoring Williams in 2023, when it joined as the team’s Official Crypto and Web3 partner. An October 2024 extension carried it into 2025, and the January 2026 renewal made it one of the longer-serving names on the current Williams roster.
Kraken sponsors football as well as F1, with sleeve deals at Tottenham Hotspur’s men’s and women’s teams and partnerships with Atlético de Madrid and RB Leipzig. In June 2026 it was also named Official Crypto Exchange Supporter of the FIFA World Cup, a tournament-specific deal.