From 2025, the company will represent the “official chocolate bar” of the motorsport championship
Formula 1 and Nestlé have partnered, making KitKat the official chocolate bar of the championship. The agreement will begin in the 2025 season and should last until 2026, with the possibility of renewal. The collaboration will include consumer activations, promotional prizes and brand presence at select Grands Prix. The announcement was made on Monday (12.Nov.2024).
With the new partnership, Formula 1 fans will be able to participate in activations, promotional contests and exclusive experiences at their chosen Grands Prix. The brand will also advertise on the tracks and create content with the message “Take a break, have a KitKat”, integrating it into the races.
“We are thrilled to have such a universally recognized and fun brand like KitKat join us as a partner. They are universally loved and we can’t wait to see the fantastic experiences they will bring our fans on track and the new audiences they will introduce to the sport.” said Emily Prazer, commercial director of Formula 1.
Recently, Formula 1 renewed its agreement with Pirelli, securing the tire manufacturer as a global partner until 2027. F1’s list of partners includes brands such as Aramco, AWS, DHL, Heineken, Qatar Airways and Rolex. KitKat has also been involved in sports partnerships, such as with the Esports World Cup tournament, held in Riyadh, Saudi Arabia.
