Formula 1 announces KitKat as its official chocolate bar, aiming to bring sweet new experiences to fans worldwide.
Formula 1 has announced a new multi-year partnership with KitKat, making the confectionery giant the official chocolate bar of F1.
The partnership will launch in 2025, 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.”
The partnership will leverage KitKat’s marketing expertise.
“We’re thrilled to have such a fun and recognized brand as KitKat join us as a partner,” said F1’s Chief Commercial Officer, Emily Prazer.
“They’re universally loved, and we look forward to the fantastic experiences they’ll bring to our fans at the track and the new audiences they’ll introduce to the sport.”
Bernard Meunier, Head of Strategic Business Units, Marketing, and Sales at Nestlé, added: “Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, particularly among younger audiences.”
“With its worldwide reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to take time for a break.”
“We’re excited to bring our characteristic sense of fun to this thrilling sport and to create memorable experiences for fans worldwide.”
F1 has announced several partnerships in recent months.
KitKat follows agreements with Lego and Hot Wheels, aimed at engaging younger audiences. Additionally, F1 has signed deals with companies such as Santander, Lenovo, and LVMH.
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F1 Sweetens the Track with KitKat Partnership F1 Sweetens the Track with KitKat Partnership
