Formula 1 and Nestlé have just announced an unprecedented partnership that promises to add a sweet touch to the Grand Prix races of the upcoming seasons. Indeed, KitKat officially becomes the chocolate bar partner of Formula 1 in a multi-year agreement that will start from the 2025 season. This launch will coincide with two major anniversaries: the 90 years of the famous chocolate bar and the 75 years of the F1 championship, two symbolic milestones to celebrate this new union.
« Formula 1 is a global phenomenon with a rapidly growing and increasingly diversified fan base, especially among young adults », said Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé. « With its global reach and busy calendar, F1 provides KitKat with the perfect platform to remind everyone to take a break. We are excited to bring our playful spirit to this thrilling sport and create memorable experiences for fans around the world. »
This partnership will go far beyond just the logo on the tracks. Throughout the season, fans will be able to enjoy special activations during several Grand Prix. Nestlé plans to organize immersive fan zones where spectators can immerse themselves in the KitKat universe, with interactive games, promotional prizes, and a strong visual presence around the circuits. This association between the brand and F1, which values the iconic slogan “Have a break, have a KitKat,” aims to offer fans a relaxed and fun experience within the competitive world of Formula 1.
Emily Prazer, commercial director of Formula 1, stated: “We are delighted to welcome a globally recognized and fun brand like KitKat as a partner. It is universally loved, and we are excited to see the fantastic experiences it will bring to our fans at the circuits as well as to the new audiences it will introduce to the sport.”
