Talisman is proud to have supported the renewal of the long-term partnership between Atlassian Williams F1 Team and Kraken, officially extended into the 2025 Formula One season. The renewal formalises a relationship centred on fan engagement, global visibility, and modern, value-led activation.  

The extended partnership reflects how elite sport sponsorship is evolving. It prioritises fan-first programs, immersive experiences, and digital innovation rather than static logo placement. Since its inception in 2023, the collaboration has delivered initiatives such as the free Grid Pass digital collectible programme, global Williams Fan Zones, and interactive Rear Wing Takeovers.  

James Vowles, Team Principal, Atlassian Williams F1 Team, commented:

“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, 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 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.”

Talisman worked closely with both organisations to structure the renewal, ensuring it recognised the maturity of the relationship and aligned with each partner’s strategic objectives. Logan Furr, Chief Partnerships Officer at Talisman, said:

“The strongest partnerships are built over time, grounded in shared purpose and measurable impact. The renewal between Williams and Kraken exemplifies this approach. We are proud to have supported both organisations in sustaining a relationship that is fan-first, commercially robust, and built for the long term.”

Enduring partnerships require mutual commitment, strategic clarity, and consistent execution. The extension of this global collaboration underscores how modern sports sponsorship can deliver meaningful engagement and long-lasting value for rights holders and commercial partners alike.

Talisman continues to advise brands and rights holders across global sport on building high-impact partnerships that deepen fan connection and generate measurable commercial outcomes.

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