Formula 1 and Nestlé have announced a multi-year marketing deal that will make KitKat the official chocolate bar of motor racing’s top-tier series.
The tie-up will officially start during the 2025 season and continue through the 2026 campaign, at which point it will expand.
As part of the deal, Formula 1 and Nestlé will undertake joint marketing campaigns, run promotional prizes and host fan zones at select Grands Prix. The food giant has also secured trackside branding.
Emily Prazer, chief commercial officer at Formula 1, has said: “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, added: “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 to create memorable experiences for fans around the world.”
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By GlobalData
Nestlé is the latest consumer-goods major to announce a marketing deal with Formula 1. Last month, luxury-goods group LVMH said it would become a “global partner” of the sport for the next decade. The deal covers brands including Moët et Chandon Champagne and Hennessey Cognac.
Brewers Asahi Group Holdings and Heineken have long-standing associations with Formula 1.
Earlier this year, Nestlé secured a deal for KitKat to be a partner of the Esports World Cup tournament in Saudi Arabia.
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