As a leader in the cryptocurrency exchange industry, Kraken aimed to expand its global brand presence and cement a market leadership in what was, at the time, a challenging “crypto winter.” With F1 as one of the most truly global and truly year-round events, the benefit of developing a partnership as a vehicle to accelerate growth was clear, yet it presented challenges. Kraken needed to both drive direct ROI and to tell an authentic brand story true to themselves and the web3.0 community.
Following a meticulous engagement between F1 and Kraken to ensure that business objectives were delivered upon, Kraken is now one of the most recognized sponsors across Formula 1 and in the web3.0 community. The partnership includes first-of-its-kind platforms like turning the rear wing of the car into an NFT market showcase at major Grand Prix’s. Maintaining complete truth to the brand, while working with one of the most trusted teams in Formula 1, Kraken has continued to drive ROI and brand recognition through this marquee partnership, helping to solidify its position as a global cryptocurrency and web3.0 leader.