Formula 1, the pinnacle of global motorsport, has announced a new multi-year partnership with Nestlé, the world-renowned Swiss food and beverage giant.
Through this alliance, KitKat—a globally beloved chocolate-covered wafer bar—has become the official chocolate bar of Formula 1, starting with the 2025 season.
This partnership aims to bring together the excitement of high-speed racing with KitKat’s playful and relaxing brand spirit, creating a dynamic blend of thrills and indulgence for fans worldwide. The collaboration promises a host of engaging experiences for fans, from exclusive trackside branding to immersive fan zones at selected Grand Prix events, where attendees can enjoy promotions and interactive elements that highlight both brands.
Emily Prazer, Chief Commercial Officer at Formula 1, expressed her excitement about the partnership and said, “We’re delighted to have such a universally 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.”
The addition of KitKat as a partner further underscores F1’s strategic collaborations with global brands, joining names like American Express, Hot Wheels, LVMH, LEGO Group, Lenovo, Santander, Aggreko, Globant, Topps, Playseat, McDonald’s, FanCode, Viaplay Group, and beIN Sports. These partnerships are reshaping the fan experience by combining F1’s cutting-edge competition with a range of global lifestyle and consumer brands.
For KitKat, a brand with a rich history dating back to 1935, the F1 partnership marks another milestone in its journey. First created by Rowntree’s of York, England, KitKat has grown to become a cherished treat worldwide, known for its crispy wafer layers and smooth chocolate coating. The iconic “Have a break, have a KitKat” slogan has made KitKat synonymous with a moment of indulgence, providing a quick, delicious snack for people of all ages. Recently, KitKat expanded its brand presence by partnering with the Esports World Cup Foundation, sponsoring the inaugural Esports World Cup earlier this year.
As the 2024 F1 season intensifies, with the Las Vegas Grand Prix on November 22-24, Max Verstappen of Oracle Red Bull Racing Honda RBPT continues to dominate the drivers’ standings, while McLaren Racing’s impressive rise in the constructors’ standings signals fierce competition on the track.