Formula 1 has partnered with Nestlé, designating KitKat as the official chocolate bar of this premier global motorsport, marking a significant multi-year marketing agreement. This collaboration is set to officially kick off in the 2025 racing season and will extend through the 2026 campaign, with plans for further expansion thereafter.
Through this partnership, Formula 1 and Nestlé will execute joint marketing initiatives, conduct promotional giveaways, and establish fan zones at selected Grands Prix. Furthermore, Nestlé will leverage trackside branding, enhancing its visibility during key racing events.
Emily Prazer, the Chief Commercial Officer at Formula 1, expressed excitement about this partnership: “We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner. They’re universally loved, and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”
Bernard Meunier, head of strategic business units and marketing and sales at Nestlé, shared his perspective: “Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences. With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and create memorable experiences for fans around the world.”
In recent months, Nestlé has joined other major consumer goods companies in forming partnerships with Formula 1. For instance, last month, luxury brand group LVMH became a global partner of the motorsport for the next decade, incorporating labels like Moët et Chandon Champagne and Hennessy Cognac. Additionally, brewers Asahi Group Holdings and Heineken have established long-standing associations with Formula 1.
Earlier this year, Nestlé also secured a partnership for KitKat with the Esports World Cup tournament in Saudi Arabia, further showcasing the brand’s commitment to engaging with diverse consumer segments.
In an industry characterized by evolving food and beverage trends, partnerships like this one highlight the strategic moves major brands make to boost their visibility and enhance their consumer engagement strategies. Nestlé’s collaboration with Formula 1 not only demonstrates its focus on leveraging popular culture but also aligns with emerging trends in the food and drink business.
