Business: Formula One announces new partnership with KitKat

Formula 1 have announced a new multi-year partnership with, Nestlé, which KitKat set to become Formula One's Official Chocolate Bar during the 2025 F1 season.

The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand across the world throughout 2026.

The sport has revealed that F1 fans will encounter consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding.

Bringing its iconic "Have a Break, Have a KitKat" message to Formula 1, the partnership "champions the importance of taking a moment to pause, and unites two diverse global fanbases in an innovative collaboration. Both brands are dedicated to elevating the fan experience by combining the excitement of world-class racing with the renowned sense of humour of KitKat and tradition of sharing breaks."

Commenting on the announcement, F1's Chief Commercial officer Emily Prazer said: “We’re delighted to have such a globally recognised 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 be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”

Speaking of the new collaboration, Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé, said: “Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences.

"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 to create memorable experiences for fans around the world.”