Formula 1 Partners with KitKat
Formula 1 is set to strengthen its collaboration with Nestle to promote KitKat, its official chocolate bar, as part of a multi-year agreement initiated last year. This partnership includes various marketing strategies and promotions aimed at enhancing fans' experiences at F1 events.
Celebrating Milestones
This year marks the 75th anniversary of Formula 1 and the 90th anniversary of KitKat. To commemorate these milestones, both brands will launch activations during the upcoming race weekend in Mexico. Activities will include promotional appearances in fan zones and Paddock Clubs, alongside various giveaways and in-store events.
Fan Engagement Activities
Ricardo Bassani, an executive at Nestle Mexico, expressed enthusiasm about kickstarting this partnership in Mexico, highlighting the vibrant atmosphere of the Mexico City Grand Prix, which attracts over 400,000 attendees. The events will also include collaborations with McLaren's reserve driver Pato O'Ward, offering racegoers chances to win exclusive merchandise and tickets to the races.
Wider Reach Across the Americas
While the focus is on Mexico, KitKat's promotions will extend to Brazil, allowing fans to enter contests for tickets to the 2025 Brazilian Grand Prix. Emily Prazer, the chief commercial officer at F1, emphasized the excitement of providing fans with immersive experiences, complementing the thrill of attending the races.
Future Expansion Plans
The partnership is anticipated to grow, with plans to include more Grand Prix events across different countries in the 2026 season. This strategy aims to maintain and boost engagement with fans globally as Formula 1 continues to evolve its marketing approaches.
