F1 and KitKat team up for the Mexican Grand Prix 2025
To mark the 75th anniversary of Formula 1 and the 90th anniversary of KitKat, Nestlé's famous chocolate bar is taking center stage at the Mexican Grand Prix 2025. Activations in the fan zones, exclusive experiences and a partnership with Mexican driver Pato O'Ward: this collaboration is set to make its mark both on and off the track.
A delicious collaboration at the heart of the Mexican celebration. Formula 1 is strengthening its partnership with Nestlé by integrating KitKat into its activations during the 2025 Mexican Grand Prix. The initiative is part of a multi-year agreement signed last year, making KitKat the official chocolate bar of F1. This strategic alliance draws inspiration from previous prestigious partnerships such as those with LVMH or Whispering Angel for rosé.
On the program: KitKat presence in fan zones, exclusive activities in Paddock Clubs, gift distributions, and in-store operations. Objective: to connect the brand with the approximately 400,000 spectators expected in Mexico, while offering an entertaining break for the fans.
"We are delighted to launch this unique partnership in Mexico," said Ricardo Bassani, executive director of Nestlé Mexico's confectionery branch. "For many Mexicans, Formula 1 embodies national pride and excitement. The Mexican Grand Prix is a vibrant celebration, perfect for interacting with enthusiasts seeking thrills."
Pato O'Ward as ambassador and experiences to win
To strengthen its local presence, KitKat is partnering with Mexican driver Pato O'Ward, a reserve driver at McLaren, a rising figure in motorsport, and very popular in Mexico. The goal is clear: to capitalize on the excitement around the Grand Prix to attract a young audience eager for fun products and thrilling experiences.
Fans will also have the chance to win grandstand tickets, Paddock Club passes, and exclusive F1 x KitKat products, particularly through onsite contests and promotions directly integrated into packaging. And the strategy doesn't stop there: similar activations are planned for the 2025 Brazilian Grand Prix, with a gradual extension to other countries starting in the 2026 season.
"I can't wait for our passionate fans in Mexico and Brazil to discover the KitKat universe through this exciting partnership," said Emily Prazer, Commercial Director of F1. "When our fans attend a Grand Prix, we want them to take an extraordinary break and immerse themselves in the drama and excitement of F1. KitKat activations add a real dose of fun and relaxation to our races."
A long-term strategic alliance
The agreement between Nestlé and Formula 1 is part of a global marketing strategy aimed at diversifying the championship's commercial partners while strengthening fan engagement. With its large-scale activations, KitKat joins the exclusive circle of mainstream brands capable of creating an immersive experience around F1.
After Mexico and Brazil, the stated goal is to expand this partnership to other Grand Prix events starting in 2026, thereby consolidating an alliance that plays both on the nostalgia of iconic brands and on the potential for spectator loyalty.
