Formula 1 has unveiled a new multi-year partnership with Nestlé, designating its iconic KitKat brand as “the Official Chocolate Bar” of the championship. This exciting collaboration will see KitKat’s branding prominently featured at F1 races through trackside advertising. Fans can also anticipate consumer activations, promotional prizes, and immersive fan zones at select Grand Prix events, all aimed at enhancing the spectator experience.
Strategic Partnership Begins in 2025
This new alliance is set to formally commence in 2025. Following its launch, the partnership is expected to grow and expand, introducing cheerful, light-hearted content to promote the collaboration. Though specific details about these initiatives are yet to be announced, they promise to bring a fresh, engaging dimension to the F1 fan experience.
Emily Prazer, F1’s Chief Commercial Officer, expressed her excitement about the partnership, highlighting KitKat’s universal appeal. “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.”
A Year of Milestones
The rollout of the Nestlé deal coincides with significant anniversaries for both entities. In 2025, Formula 1 will celebrate 75 years since the world championship’s inaugural race at Silverstone in 1950. Concurrently, Nestlé will mark the 90th anniversary of KitKat’s creation by British confectionary brand Rowntree’s, which Nestlé acquired in 1988.
Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé, highlighted the synergies between the two brands. “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.”
Nestlé Joins F1’s Prestigious Partner Roster
This partnership with Nestlé and KitKat adds a new dimension to F1’s sponsorship roster. The championship already boasts a global beer partner, Heineken, since 2016, and has a regional partnership with McDonald’s in Latin America.
Fans and industry analysts alike will be keen to see how this partnership unfolds over the coming years, especially given the innovative promotional strategies hinted at in the announcement. The deal promises not only to bring an additional layer of enjoyment to the races through fun activations and prizes but also to broaden the appeal of F1 to new audiences globally.
Looking Ahead
KitKat’s involvement in Formula 1 is poised to enhance the grand spectacle that is the F1 championship. With the promise of exciting fan engagements and a lighter, more entertaining atmosphere, this partnership exemplifies the dynamic relationship between sports and marketing. Fans worldwide are eager to see what surprises KitKat and Formula 1 have in store as they gear up for this innovative collaboration.
