Mercedes F1 team signs new deal with Zuma

Formula One team Mercedes has signed a new multi-year partnership with restaurant group Azumi Ltd., which will see the latter’s brand Zuma become the team’s Exclusive and Official Lifestyle & Dining Curator. Zuma will have branding along with other Azumi brands at the Monaco, Silverstone, Madrid and Abu Dhabi races along with further races yet to be confirmed which will have events hosted by them as well.

Toto Wolff, Team Principal and CEO, Mercedes-AMG PETRONAS F1 Team, commented,

“As a team, we pride ourselves on our attention to detail and focus on delivering the very best we can in every aspect of what we do. That applies not only to everything we do on track but to all touchpoints off track too. Working with Zuma, a globally recognised leader in lifestyle and dining, enables us to elevate our world-leading hospitality offering even further and unlock the full potential of our spaces around the world. I’m excited to see how this collaboration enhances the way our guests engage with the team this season and in the years ahead.”

Rich Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, said,

“We are delighted to welcome Zuma into the Mercedes AMG PETRONAS F1 Team ecosystem. Their global reputation for curating exceptional lifestyle and dining experiences aligns perfectly with our ambition to deliver world class hospitality to our partners, guests, and fans. Integrating them into our programme strengthens the breadth of what we can offer across our international footprint and brings a fresh dimension to how people connect with our team.”

Sven Koch, CEO of Azumi Ltd., added,

“F1 represents the pinnacle of performance, precision, and global relevance – values that sit at the very heart of the Zuma brand. Our multi-year partnership with the Mercedes-AMG PETRONAS F1 Team marks a defining moment not only for Zuma, but for the hospitality industry as a whole. This collaboration moves us beyond traditional dining and into true cultural curation, shaping how people connect, celebrate, and experience excellence at the highest level. As we approach our 25th anniversary, this partnership sets the tone for the next chapter of our global journey. At Zuma, we have always believed that dining is cultural, emotional, and experiential – and becoming Mercedes F1 Teams’ official ‘Lifestyle & Dining Curator’ allows us to bring that philosophy to the world’s most elite sporting stage.”