Formula 1 announced on Monday a new multi-year partnership with KitKat, with the confectionary giant becoming the official chocolate bar of F1.
The partnership will commence in 2025 before expanding globally in 2026.
KitKat and F1 will collaborate on “consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content,” much like online live roulette or other fun games played today in the gaming world.
The partnership will lean into the chocolate brand’s light-hearted marketing techniques.
“We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner,” said F1 Chief Commercial Officer Emily Prazer.
“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.”
F1 has announced a hoard of forthcoming partnerships in recent months.
KitKat follows announced deals with Lego and Hot Wheels, as a partnership geared toward targeting a younger Grand Prix audience.
Moreover, F1 has inked deals with the likes of Santander, Lenovo and LVMH.
The commencement of the F1 partnership with KitKat in 2025 will mark two major milestones.
First, the 75th anniversary of F1 and second, 90 years since KitKat was founded in York, England, where 4.5 million bars are still made every day.
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