Formula One has announced that KitKat, which came on board as its Official Chocolate Bar in late 2024 on a multi-year deal, will officially launch its partnership with the series at the 2025 Mexican Grand Prix.
KitKat’s debut will feature various fan engagement activities, including opportunities for fans to win F1 tickets and exclusive merchandise.
KitKat branding will be integrated into F1 fan zones and the Paddock Club. Social media activations, prize promotions, in-store campaigns, and limited-edition merchandise are also part of the agreement.
McLaren’s reserve driver Pato O’Ward, currently the only Mexican driver on the grid, will collaborate with KitKat to enhance fan experiences and host giveaways throughout the Grand Prix. Prizes will include official Formula 1–KitKat merchandise, Grandstand tickets, and Paddock Club passes for two.
Additionally, KitKat will carry out Formula One activations at the São Paulo/Guarulhos–Governor André Franco Montoro International Airport, with plans to expand these initiatives to other international airports throughout the 2026 season.
Emily Prazer, Formula One’s Chief Commercial Officer, commented:
“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, Nestlé Mexico’s Confectionery Business Executive Officer, 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.“
Patrício Torres, Vice President of Confectionery at Nestlé Brazil, added:
“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.“
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