Formula 1 and KitKat have officially launched a multi-year partnership that will debut at the Mexico Grand Prix 2025. This marks an exciting collaboration between the iconic motorsport series and one of the most beloved chocolate bars. The partnership was first announced in 2024 with Nestlé and aims to bring a fresh and engaging element to the F1 fan experience, especially in Latin America.
What Is The Formula 1 And KitKat Collaboration?
Formula 1 and KitKat are a series of intensive activations designed to enhance the race weekend experience for fans. KitKat will be featured in fan zones and prestigious paddock clubs, offering unique opportunities to engage with the brand as well as the sport.
These activations include special prize promotions where fans can win exclusive Formula 1 and KitKat merchandise, grandstand tickets, and coveted Paddock Club passes.
As KitKat says, “Have a break, have a KitKat, ” a dedicated “break” zone will be available to encourage fans to embrace the company’s tagline. This collaboration aims to create a memorable atmosphere between fans and sports.
McLaren F1 driver Pato O’Ward will play a significant role in this partnership. Being a Mexican himself, he will feature as the face of KitKat’s promotional efforts during the Mexico Grand Prix 2025.
Formula 1 And KitKat Collaboration To Extend Beyond Mexico
While the Mexico Grand Prix serves as a debut stage for Formula 1 and KitKat, the partnership will extend beyond Mexico. Later in the year, Brazilian fans can also enjoy the collaboration at the São Paulo Grand Prix. There are also plans to expand it to other major international airports throughout 2026, along with São Paulo’s Guarulhos International Airport.
Emily Prazer, Chief Commercial Officer at F1, said, “I cannot wait for our passionate fans in Mexico and Brazil to experience the world of KitKat, through this exciting partnership When our fans attend a Grand Prix, we want them to take a break from the norm and become immersed in the drama and excitement of Formula 1. KitKat’s activations add a real sense of fun and relaxation at our races and create even more memorable moments.”
Ricardo Bassani, the Confectionary Business Executive Officer at Nestlé Mexico, also shared his excitement on the collaboration and said, “We are delighted to kick off this unique partnership in Mexico. For many Mexicans, Formula 1 embodies national pride and excitement. 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 looking for a thrilling experience in and outside the track.”
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