KitKat Becomes Official Chocolate Bar of Formula 1
Formula 1 fans can expect an extra sweet surprise at the 2025 Mexico City Grand Prix as KitKat makes its debut as the Official Chocolate Bar of Formula 1. The new multi-year partnership with Nestlé, announced late last year, will see KitKat fully integrated into the F1 experience, both trackside and beyond.
From October, fans attending the Grand Prix in Mexico will be treated to immersive Fanzone and Paddock Club activations, along with exciting prize promotions, social media content, in-store activities, and limited-edition F1 x KitKat merchandise.
Big Prizes and Fan Activations
In a nod to local support, KitKat is teaming up with McLaren F1 reserve driver and Mexican hometown hero Pato O’Ward. Together, they’re set to create memorable experiences for racegoers, including a dedicated Fanzone activation where fans can win pairs of Paddock Club tickets, Grandstand tickets, and exclusive KitKat Formula 1 merchandise.
Expanding to Brazil and Beyond
KitKat’s F1 partnership isn’t stopping in Mexico. Later this summer, fans in Brazil will get their chance to win tickets to the 2025 Sao Paulo Grand Prix through a special on-pack promotion. KitKat will also launch its first-ever Formula 1 activation at São Paulo/Guarulhos International Airport in October, with plans to expand these experiences to other major airports worldwide throughout 2026.
Official Statements
Emily Prazer, Chief Commercial Officer at Formula 1, expressed her excitement:
“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, Confectionery Business Executive Officer at Nestlé Mexico, added:
“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.”
Patrício Torres, Vice President of Confectionery at Nestlé Brazil, commented:
“KitKat’s sponsorship of F1 marks a historic moment for the brand in Brazil. This partnership enables us to strengthen and expand KitKat’s connection with Gen Z. We will work closely with retailers to launch a robust promotion for consumers and will roll out communication initiatives over the coming months.”
What’s Next?
With fun at the heart of its brand, KitKat is set to bring even more excitement to the F1 paddock and beyond. Fans can look forward to a range of activations and prizes—making their next F1 break that much sweeter.
