Barilla Pasta joins Formula One as an official partner
Barilla, the world’s biggest pasta producer, has joined Formula 1 as a new partner in a multi-year deal starting this year. Last Sunday's Bahrain Grand Prix became the first round to feature the Barilla branding trackside.
The Bahrain Grand Prix saw Formula One present Barilla as its new partner. The Italian company will have a strong presence both on and off the track and "will encourage connection and the spirit of togetherness among fans who will be able to enjoy dishes from the Italian brand’s Pasta Bars around the Paddock, and in the prestigious Formula 1 Paddock Club."
In addition, trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide will also bear the Barilla branding.
Having been founded in 1877, Barilla has established itself as the world's largest pasta producer. The company uses the slogan Noi la pasta, tu la fantasia which means "We have the pasta, you have the imagination".
The group produces many types of pasta, and is the world's leading pasta maker with 24.5% of the Italian market. It produces pasta in over 160 shapes and sizes.
Reflecting on the announcement, Formula One's President and CEO Stefano Domenicali commented: “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage.
"Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together. We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”
Commenting on the announcement, former F1 driver Paolo Barilla, who is now Vice President of Barilla Group noted: “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common? At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving.
"Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta”.
Ilaria Lodigiani, Barilla Chief Category & Marketing Officer, said: "We look forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal.
"This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family. At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine”.
