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KitKat Joins Formula One as Official Chocolate Partner in 2025

Formula One and Nestlé’s KitKat have announced a multi-year partnership, making KitKat the official chocolate bar of the global motorsport series starting from the 2025 season. The collaboration marks a significant step in Formula One's evolving commercial landscape.

Details of the Partnership

Official Chocolate Bar: KitKat will hold the exclusive title of Formula One’s official chocolate bar.

Activation Timeline: The partnership kicks off in 2025, with expanded activations planned for 2026.

Fan Engagement: The deal includes trackside branding, dedicated fan zones at select Grands Prix, promotional prizes, and creative activations.

This collaboration is strategically timed, coinciding with major anniversaries for both brands—Formula One’s 75th and KitKat’s 90th—adding historical significance to the partnership.

A New Era of Sponsorship in Formula One

The agreement highlights Formula One’s growing appetite for unique sponsorship opportunities. Recent deals, such as Duracell's sponsorship of the Drag Reduction System (DRS) zones at the Las Vegas Grand Prix, underscore the series’ innovative approach to commercialization. While "official chocolate bar" is a novel designation, it sets the stage for more lifestyle brand collaborations in the future.

What They’re Saying

Emily Prazer, Chief Commercial Officer of Formula One, expressed her excitement:

“We’re delighted to have such a globally recognized and fun brand as KitKat joining us. 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.”

Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé, echoed this enthusiasm:

“Formula One is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences. 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 around the world.”

Looking Ahead

The KitKat-Formula One partnership demonstrates the growing intersection of lifestyle branding and motorsport. With a packed global calendar and millions of fans worldwide, Formula One provides an unparalleled platform for KitKat to expand its global footprint while engaging audiences in fresh and exciting ways.

Fans can look forward to chocolate-inspired surprises at Grand Prix events in 2025 and beyond. As Formula One celebrates its storied history, partnerships like this ensure its future remains just as dynamic.

Source: SportsPro Media