Formula One has agreed a multi-year deal with Nestlé centered on the company’s KitKat brand starting from the 2025 season.
Contract:
- KitKat signs on as the official chocolate bar of Formula One
- Partnership to officially launch in 2025 before expanding across the world throughout 2026
- The deal will feature multiple activations, promotional prizes and fan zones at select Grands Prix, as well as trackside branding
Context:
When Duracell signed on as Formula One’s first Drag Reduction System (DRS) zone sponsor at the Las Vegas Grand Prix, it became clear the series was on an evolved path of commercialisation. ‘Official chocolate bar’ is a new designation within Formula One, but partnerships of this ilk will likely become the norm in the series moving forward.
The collaboration launches during landmark years for both sides, with Formula One celebrating its 75th anniversary and KitKat marking its 90th anniversary.
Comment:
“We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner,” said Emily Prazer, chief commercial officer of Formula One.
“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 One 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.”
Coming next:
Finer details of the partnership are scarce, but Formula One has said further information will be ‘released in due course’.
Go deeper:
- F1 viewership analysis: Has the series cracked the US TV market?
- F1 team finances roundup: Is the budget cap working four years in?
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