In an exciting new chapter for global sports partnerships, Nestlé and Formula 1 have announced a multi-year, worldwide collaboration that positions KitKat as the Official Chocolate Bar of Formula 1. This landmark deal represents Nestlé’s most significant brand partnership to date, underscoring its ambitious drive for global reach and growth. The alliance will see KitKat engaging F1’s diverse, tech-savvy fanbase with the iconic “Have a Break, Have a KitKat” slogan, bringing a playful respite to the world’s fastest sport.
Introducing Breaks to the Fastest Sport on Earth
With Formula 1 boasting an estimated global fanbase of 700 million, the sport is growing in popularity across all age groups, especially among younger, digitally connected fans. This partnership allows KitKat to tap into Formula 1’s immersive digital presence, expanding its message to millions around the world. The famous tagline will remind fans and drivers alike to “have a break,” blending KitKat’s spirit of fun with the thrilling energy of F1.
A Season Full of Breaks and Surprises
Launching officially at the start of the 2025 season, this collaboration will commemorate two historic milestones: the 90th anniversary of KitKat and the 75th anniversary of Formula 1. Expanding globally in 2026, the partnership promises to deliver fan-centric experiences, including exclusive activations, prizes such as race tickets and merchandise, and immersive fan zones at select Grands Prix. Fans can look forward to exciting on-track branding, exclusive KitKat content, and engaging pop-ups that bring a sense of levity to the fast-paced F1 circuit.
Uniting Two Global Icons for a Shared Experience
This partnership celebrates the fusion of two globally loved brands, merging the heart-racing thrill of F1 with KitKat’s universally recognized sense of humour and tradition of sharing breaks. The collaboration is designed to create memorable experiences, deepening fan engagement through lighthearted, relatable content that appeals to audiences of all ages.
Quotes from the Partners
“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 create memorable experiences for fans worldwide.”
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Emily Prazer, Chief Commercial Officer at Formula 1, echoed the enthusiasm: “We’re delighted to have such a globally recognized 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 bring to our fans at the track and the new audiences they’ll introduce to the sport.”
A New Chapter of Engagement for F1 Fans
As Formula 1 continues to expand its reach and grow its fanbase, this collaboration with KitKat promises to enhance the F1 experience by introducing a fresh, fun dynamic into the sport. Fans worldwide can anticipate a season of surprises as KitKat encourages everyone to take a break—even amidst the high-octane world of F1.
