F1 and Nestlé are announcing an exciting new partnership! Starting in 2025, KitKat will become the official chocolate bar of the Grand Prix races, aiming to offer immersive experiences for fans of the sport.
With exclusive activations and relaxation zones at the circuits, these two brands plan to bring a fresh vibe to the paddock like never before. Let’s dive into how this partnership will unfold.
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A global partnership for F1 enthusiasts
With this partnership, Formula 1 and KitKat are joining forces to celebrate a dual anniversary in 2025: KitKat’s 90th birthday and Formula 1’s 75th anniversary. And this is only the beginning! In 2026, this partnership will expand globally, with events planned at each Grand Prix. KitKat promises spectators a unique experience with dedicated “fan zones” designed especially for Formula 1 fans. These areas will allow visitors to take a delicious break while enjoying unique activities, all in the fun and laid-back spirit that makes KitKat a hit in the United States and around the world. When you think about it, it’s pretty incredible to realize that KitKat will be an integral part of upcoming F1 Grand Prix events. Imagine seeing the KitKat logo on the safety barriers, it’s already crazy!
Are you ready for an exciting new partnership?🔥🏁
Formula 1® 🤝 KitKat®. Coming soon. #HaveABreak #KitKatF1 pic.twitter.com/fA6aq8H2Nq
— KITKAT (@KITKAT) November 11, 2024
Prioritizing the fan experience
For Formula 1 fans, this collaboration is absolutely brilliant. Not only will they see the famous slogan “Have a Break, Have a KitKat” throughout the circuits, but they’ll also have the chance to win exclusive prizes. According to Emily Prazer, F1‘s Chief Commercial Officer, this partnership promises to make the Grand Prix events even more festive and accessible. By adding playful content and trackside branding, F1 aims to strengthen fan loyalty and attract a broader audience, especially among younger fans. This marketing strategy enhances F1’s positive image, which continues to grow in popularity with a diverse audience. In addition to KitKat, we’ll also see brands like Lego and Hot Wheels alongside F1, proving the sport’s intent to reach a younger crowd.
KitKat: adding humor to the seriousness of F1
For Bernard Meunier, Head of Strategic Business at Nestle, the company that owns KitKat, the chocolate bar brand is the perfect partner for Formula 1. Known for its slogan encouraging people to “take a break,” KitKat aims to bring a touch of lightness to the high-intensity world of motorsport. With extensive visibility on circuits and social media, KitKat hopes to reach Formula 1 fans through fun and lighthearted content while boosting the popularity of its iconic chocolate bar. By integrating into F1’s dynamic ecosystem, KitKat finds a new way to remind fans of the importance of taking a break amid the thrill of the races. So, have a break, have a KitKat.
This article explores how the partnership between KitKat and Formula 1 could transform the fan experience, offer new immersive activations, and add a fun touch to the Grand Prix paddocks.
