KitKat, the official chocolate bar of Formula 1, will have its race debut at the Formula 1 Gran Premio De La Ciudad De Mexico 2025 in October. Announced in November 2024, the partnership between Nestlé and Formula 1 comes into effect this year in Latin America, with the Formula 1 MSC Cruises Grande Premio De Sao Paulo 2025 following in November. The partnership will expand worldwide throughout 2026.
This collaboration is a first in global motorsport, as KitKat inspires the F1 world to embrace the break. Along the track, in fan zones, Paddock Clubs and through social media content, KitKat will set the bar for the best breaks. With exclusive merchandise, in-store activations, prize promotions and limited editions, everyone will be encouraged to join in on the break.
Thrilling breaks in Mexico and Brazil
In Mexico, consumers will be able to enjoy unique experiences alongside Pato O’Ward – the McLaren F1 team’s reserve driver and a member of the Arrow McLaren IndyCar team. Originally from Monterrey, Mexico, O’Ward is a rising star, inspiring a new generation of fans. Nestlé Mexico is giving away Grandstand and Paddock Club tickets in pairs for the Gran Premio De La Ciudad De Mexico 2025, along with a dedicated ‘Break’ moment at the fan zone, to the lucky winners.
“For many Mexicans, Formula 1 embodies national pride and excitement,” said Ricardo Bassani, confectionery business executive officer at Nestlé Mexico. “Each Mexico City Grand Prix is a vibrant celebration with over 400 000 attendees. Kicking off the new KitKat-Formula 1 partnership in Mexico is therefore the perfect opportunity to connect with fans looking for a thrilling experience both on and off the track.”
KitKat is not new to F1 in Mexico. Since 2023, Sergio ‘Checo’ Pérez, the Mexican driver, has been serving as a KitKat brand ambassador.
In Brazil, F1 fans can look forward to a major KitKat promotion that will award tickets to the São Paulo Grand Prix, where the brand will offer an exciting experience in its traditional fan zone. In addition, KitKat will continue its sponsorship of Brazilian driver Gabriel Bortoleto, one of the most promising talents in global motorsport.
“The sponsorship of F1 by KitKat marks a historic moment for the brand in Brazil,” commented Patrício Torres, vice president of confectionery at Nestlé Brazil. “This partnership enables us to strengthen and expand the connection of KitKat with GenZ. We will work closely with retailers to launch a robust promotion for consumers and will roll out communication initiatives over the coming months.”
“I cannot wait for our passionate fans in Mexico and Brazil to experience the world of KitKat, through this exciting partnership,” added Emily Prazer, chief commercial officer at Formula 1. “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.”
Nestlé International Travel Retail (NITR) is also preparing for its first F1 activations, offering travelers engaging experiences that will begin in October at São Paulo/Guarulhos–Governor André Franco Montoro International Airport. NITR will then expand these activations to top airports around the world throughout 2026.
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Naresh Khanna – 10 February 2025
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