Poster of the partnership between KitKat and Formula 1
On November 12, the Nestlé group announced a historic partnership for its KitKat brand, making it the “official bar” of Formula 1. This sponsorship operation represents a major turning point for the group.
KitKat becomes an official partner of Formula 1! The association of the brand slogan (“Have a break, Have a KitKat”) and the speed inherent in Formula 1 should underline the importance of taking breaks. The launch of the collaboration between the sports federation and the advertiser – imagined around this idea – will officially begin during the 2025 season to mark the 90th anniversary of the chocolate brand and the 75th anniversary of Formula 1. It will extend through the rest worldwide during 2026.
Two icons brought together to offer “memorable experiences”
F1 enthusiasts and those taking gourmet breaks can expect general public events, promotional offers (such as tickets or free products), immersive “fan zones” during certain Grands Prix, as well as visibility of the mark on the edges of the track “with innovative and fun content”as KitKat indicates in a press release.
This collaboration aims to bring together two large communities of fans by combining automotive thrills with KitKat humor. And all this to the delight of Emily Prazer, commercial director of Formula 1 : “We are thrilled to welcome KitKat, a universally recognized and entertaining brand, as a partner. She is loved by all and we can’t wait to see the fantastic experiences she will provide our fans on the track and the new audiences who will discover our sport through her.”she declared in the press release.
Source: www.e-marketing.fr
