Formula 1 Partners with KitKat to Enhance Fan Engagement Ahead of Major Events
Formula 1 is set to strengthen its partnership with Nestlé, promoting the KitKat chocolate bar through various activations leading up to the 2025 Mexican Grand Prix and beyond. This collaboration, established in a multi-year deal announced last year, aligns with F1’s strategy of partnering with high-profile brands to enhance fan experiences.
To celebrate both the 75th anniversary of Formula 1 and the 90th anniversary of KitKat, the partnership will feature a series of events in Mexico, including fan zone appearances, Paddock Club promotions, and exclusive giveaways. Ricardo Bassani, Nestlé Mexico’s Confectionery Business Executive Officer, remarked, “Each Mexico City Grand Prix is a vibrant celebration with over 400,000 attendees—this event is a perfect opportunity for us to connect with fans.”
Additionally, KitKat has confirmed its collaboration with McLaren reserve driver Pato O’Ward, further enhancing the brand’s presence at F1 events in Mexico City. Fans will have opportunities to win exclusive F1 x KitKat merchandise, grandstand tickets, and access to Paddock Club experiences.
The partnership will extend beyond Mexico, with promotions for the 2025 Brazilian Grand Prix also in the pipeline. Emily Prazer, Chief Commercial Officer at F1, stated, “We want fans to take a break from the norm and immerse themselves in the excitement of Formula 1.”
Looking ahead, F1 plans to expand the KitKat collaboration to additional Grand Prix events and countries throughout the 2026 season, indicating a significant commitment to enhancing fan engagement across the sport.
