Nestlé has agreed a deal that will see its KitKat brand become the Official Chocolate Bar of Formula 1.
The multi-year collaboration is the company’s largest global brand partnership to date and will allow KitKat to reach an estimated 700 million fans of Formula 1. The racing series is growing in popularity, including with a younger and more diverse audience. It also benefits from an immersive digital ecosystem. Through the partnership, KitKat plans to bring its iconic “Have a Break, Have a KitKat” message to more people.
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. The tie-up will include consumer activations, promotional prizes (such as tickets and merchandise), fan zones at select Grands Prix, and trackside branding.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger adults,” said Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé.
“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.”
