Nestlé and Formula 1 (F1) have announced a landmark worldwide partnership, making KitKat the Official Chocolate Bar of Formula 1. This multi-year collaboration is Nestlé’s largest global brand partnership to date, signalling the ambition to reach a wider audience and achieve a higher rate of global growth.
With an estimated fanbase of 700 million fans worldwide, Formula 1 is growing in popularity, including with a younger and more diverse audience. It also benefits from an immersive digital ecosystem. Through this partnership, KitKat wants to bring its iconic “Have a Break, Have a KitKat” message to more people and enable them to take a moment to pause.
The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand across the world throughout 2026. F1 enthusiasts can look forward to consumer activations, promotional prizes (such as tickets and merchandise) and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content.
This partnership unites two large global fanbases in an innovative way that blends the thrill of motorsport with the renowned sense of humour of KitKat and its tradition of sharing breaks.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger adults,” said Bernard Meunier, head of strategic business units and marketing and sales at Nestlé. “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 to create memorable experiences for fans around the world”.
“We’re delighted to have such a globally recognised 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,” said Emily Prazer, chief commercial officer at Formula 1.
