Nestlé and Formula 1 (F1) announced a landmark worldwide partnership.
Making KitKat the Official Chocolate Bar of Formula 1, this multi-year collaboration is Nestlé’s largest global brand partnership to date, signalling the ambition to reach a wider audience and achieve a higher global growth rate.
With an estimated fanbase of 700 million fans worldwide, Formula 1 has grown in popularity, including with a younger and more diverse audience. It also benefits from an immersive digital ecosystem.
“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 create memorable experiences for fans worldwide.”
Through this partnership, KitKat wants to reach more people with its iconic “Have a Break, Have a KitKat” message and enable them to take a moment to pause.
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 worldwide throughout 2026.
F1 enthusiasts can expect consumer activations, promotional prizes, immersive fan zones at select Grands Prix, trackside branding, and cheerful, light-hearted content.
This partnership has united two large global fanbases in an innovative way that blends motorsport’s thrill with KitKat’s renowned sense of humour and its tradition of sharing breaks.
“We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner,” said Emily Prazer, Chief Commercial Officer at Formula 1.
“They’re universally loved, and we can’t wait to see the fantastic experiences they’ll bring to our fans at the track and the new audiences they’ll introduce to the sport.”
