Formula 1 News: Nestle’s KitKat signs Formula 1 deal
Nestle’s KitKat brand has signed a global sponsorship deal with Formula 1 as new Chief Executive Laurent Freixe seeks to change the way the world’s biggest food company markets its core, multi-billion-dollar brands.
A senior executive told Reuters that the Formula 1 deal had been struck to cover the period between late 2025 and 2028, and the aim was to improve KitKat’s global reach and appeal to shoppers under 30 years old.
Through the deal that will start in Mexico and Brazil in 2025, Formula 1 racetracks and pit lanes will have KitKat advertising and events, chocolate wrappers will have Formula 1 branding, and Nestle will give away hundreds of race tickets.
The deal marks a major shift for Nestle. In its nearly 160-year history, the world’s biggest food company has never signed a global marketing deal, and has instead relied on country-by-country agreements.
“(The deal is) a key part of our strategy to move from what’s a very local model today, very fragmented,” said Chris O’Donnell, KitKat’s global category leader, declining to disclose the monetary value of the deal.
Formula 1 Press Release
The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand across the world throughout 2026. Formula 1 enthusiasts can look forward to consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content.
Bringing its iconic “Have a Break, Have a KitKat®” message to Formula 1, the partnership champions the importance of taking a moment to pause, and unites two diverse global fanbases in an innovative collaboration. Both brands are dedicated to elevating the fan experience by combining the excitement of world-class racing with the renowned sense of humour of KitKat and tradition of sharing breaks.
Emily Prazer, Chief Commercial Officer at Formula 1, said:
“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.”
Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé, said:
“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.”
More details on the new partnership will be released in due course.