KitKat Partners with Formula 1 for 2025 Mexico City Grand Prix Launch

Nestlé's KitKat brand is set to make a significant debut as the Official Chocolate Bar of Formula 1 during the 2025 Mexico City Grand Prix, scheduled for October 2025. This multi-year partnership, announced in late 2024, aims to enhance the fan experience through various activations and promotions, blending the excitement of F1 racing with the enjoyment of chocolate.

The partnership will introduce a range of immersive experiences for fans, including a dedicated Fanzone and Paddock Club activations, where attendees can engage in social media content, in-store promotions, and exclusive merchandise opportunities. Emily Prazer, Chief Commercial Officer at Formula 1, expressed her enthusiasm, stating, "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."

This partnership is particularly significant in Mexico, where the Formula 1 event attracts over 400,000 attendees, showcasing national pride and excitement. Ricardo Bassani, Confectionery Business Executive Officer at Nestlé Mexico, noted, "For many Mexicans, Formula 1 embodies national pride and excitement. Each Mexico City Grand Prix is a vibrant celebration. This event is a perfect opportunity for us to connect with fans looking for a thrilling experience in and outside the track."

In Brazil, the KitKat brand will also leverage the partnership to connect with younger consumers, particularly Generation Z. Patrício Torres, Vice President of Confectionery at Nestlé Brazil, emphasized the historic nature of this sponsorship, stating, "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."

The partnership is expected to not only enhance the atmosphere at Grand Prix events but also drive sales and brand visibility for KitKat in both Mexico and Brazil. As F1 continues to expand its global reach, collaborations with major consumer brands like KitKat reflect the increasing commercialization and marketing strategies in the sport.

The 2025 Mexico City Grand Prix will serve as the initial platform for this collaboration, with future activations planned in key international markets, including a promotion at the São Paulo/Guarulhos International Airport in October 2025. This strategy underscores the growing trend of integrating consumer brands into sporting events, creating a symbiotic relationship that benefits both parties involved.

As the partnership unfolds, it will be crucial to monitor its impact on both KitKat's brand equity and the overall fan experience at Formula 1 events, particularly in markets with significant cultural connections to motorsport.