KitKat becomes an official partner of F1 from 2025, strengthening the brand's presence in the Circus and, indirectly, also the position of Sergio Perez. Let's find out the details.
La Formula 1 continues to expand its network of international collaborations, announcing KitKat as an official partner starting in 2025. This agreement represents a strategic move by Nestlé to connect the brand to a global and young audience, now a pillar of the Circus' success. With its famous slogan “Have a Break, Have a KitKat”, the brand finds fertile ground to integrate the concept of a “break” from the adrenaline and emotions of each Grand Prix.
“We are delighted to have such a fun and globally recognised brand as KitKat join us as a partner. They are universally loved and we can’t wait to see the amazing experiences they will bring to our fans on the track and the new audiences they will introduce to the sport.”, has explained Emily Prazer, Chief Commercial Officer of the Formula 1.
“Formula 1 is a global phenomenon with a diverse and rapidly growing fan base, especially among younger audiences. With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to take a break. We are excited to bring our sense of fun to this exciting sport and create memorable experiences for fans around the world.”, the comment by Bernard Meunier, responsible for strategic business units, marketing and sales of Nestlé.
KitKat and Formula 1: what does the partnership imply?
More than just a sponsorship: the agreement aims to offer new immersive experiences for fans across all circuits of the calendar, with a particular focus on live events during race weekends. Although the details of the initiatives are still confidential, KitKat's presence in paddocks and fan zones is expected to become a constant for fans around the world, integrating the passion for sport and on-track action with moments of entertainment, increasingly present after the recent boom of Formula 1.
A relationship already started with Red Bull and Perez
KitKat is not an unknown name in the world of F1: the brand is already sponsored by Sergio Perez, thanks to the support of Carlos Slim's group, which has been supporting the fellow countryman Red Bull driver for years. This new collaboration could strengthen Perez's presence on the gridAlways in the balance despite a contract until 2026.
