Formula 1 has announced a multi-year partnership with Nestle, with its KitKat brand named “the Official Chocolate Bar” of the championship.
The new deal will mean KitKat branding will be present at F1 races in the form of trackside advertising, with an F1 press release announcing the deal also claiming fans “can look forward to consumer activations, promotional prizes and immersive fan zones at select grands prix”.
The Nestle deal is set to formally begin at the start of 2025 and then expand from the following year.
F1 also suggested “cheerful, light-hearted content” will be used to promote the deal, without providing further details.
“We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner,” said Emily Prazer, F1's chief commercial officer.
“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.”
The deal with multi-national food and drink company Nestle will start in the same year F1 is celebrating 75 years of the world championship’s commencement at Silverstone in 1950.
Nestle, meanwhile, will take in the 90th anniversary of KitKat’s creation – by British confectionary brand Rowntree’s, which was acquired by Nestle in 1988 – next year.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences,” said Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestle.
“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.”
The deal with Nestle adds an official chocolate bar partner to a roster that for F1 also includes Heineken as the championship’s global beer partner, which has been in place since 2016.
F1 also has a contract with McDonald’s for a regional partnership in Latin America.
