Formula 1 News: Barilla Becomes Official Pasta Partner

Barilla, the world’s biggest pasta producer, is joining Formula 1 as a new Official Partner in a multi-year deal starting this year.

Sport and food have long been credited with bringing people together and both Formula 1 and Barilla put excellence and dedication at the heart of their work, making it the perfect partnership.

As an Official Partner, Barilla will have a strong presence both on and off the track and will encourage connection and the spirit of togetherness among fans who will be able to enjoy dishes from the Italian brand’s Pasta Bars around the Paddock, and in the prestigious Formula 1 Paddock Club. Trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide will also bear the Barilla branding.

The partnership will connect fans of both brands across the world, united by a passion for sports and the bonding tradition 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, said:

“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”.