Formula 1, the premier open-wheel racing series, has announced a multi-year partnership with Barilla, the world’s biggest pasta producer.
As an official partner, Barilla will have a prominent presence both on and off the track, encouraging connection and a sense of community among spectators, who will be able to eat delicacies from the Italian brand’s Pasta Bars around the paddock and at the iconic Formula 1 Paddock Club.
Sport and cuisine have long been associated with drawing people together, and both Formula 1 and Barilla place excellence and devotion at the core of their business, making for an ideal alliance.
Barilla’s logo will also appear on trackside signs, digital activations, and consumer promotions that reach millions of fans around the world. The alliance will further bring together fans of both companies from all around the world, joined by a love of sports and the bonding custom of sharing a meal.
Stefano Domenicali, President & CEO of Formula 1, said, “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together. We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”
Paolo Barilla, Vice President of Barilla Group and former F1 driver, commented, “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common? At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving. Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta.”
Ilaria Lodigiani, Barilla Chief Category & Marketing Officer, said, “We look forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal. This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family. At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine.”