Formula 1 is taking another bold step toward global expansion, and it’s bringing some extra sweetness along for the ride. Starting in 2025, iconic chocolate brand KitKat, owned by Nestlé, will be the sport’s “official chocolate bar.” The collaboration, celebrated as Formula 1 marks its 75th anniversary, aligns with F1’s ongoing efforts to captivate fans worldwide and draw in younger audiences.
With Sergio Perez already backed by KitKat as a sponsor, the brand’s official entry into the F1 paddock not only boosts his appeal but further enhances the sport’s appeal to a wider demographic. Known for its quirky marketing, KitKat promises to bring an extra layer of fun and fan engagement to F1 events—a strategy that sits well with F1’s focus on improving fan inclusivity.
F1’s Chief Commercial Officer expressed excitement over the partnership, “We’re delighted to have such a globally recognized and fun brand as KitKat joining us as a partner. 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.”
With this partnership, fans can expect KitKat’s unique, playful touch at races, creating a vibrant atmosphere that encourages inclusivity and youth engagement. As F1 revamps the paddock experience for 2025, this deal symbolizes another step in F1’s strategy to keep the sport fresh, fan-friendly, and future-focused.
