P1racenews AI automatic summary:
Formula 1 announced on Monday a new multi-year partnership with KitKat, with the confectionary giant becoming the official chocolate bar of F1.
The partnership between KitKat and F1 will start in 2025 and will expand globally in 2026 with collaborative efforts on consumer activations, promotional prizes, and fan zones at select Grand Prix events, enhancing the trackside branding. F1 aims to leverage KitKat’s light-hearted marketing approach, bringing fun experiences to fans and introducing the brand to new audiences. Nestlé’s Bernard Meunier highlights F1’s global appeal and packed schedule as an ideal platform for KitKat to promote taking a break and add a touch of fun to the sport. The upcoming partnership with KitKat is part of F1’s string of recent collaborations, targeting a younger audience with deals like Lego and Hot Wheels, alongside partnerships with brands like Santander, Lenovo, and LVMH. The 2025 kickoff of the F1-KitKat partnership will coincide with F1’s 75th anniversary and 90 years since KitKat’s founding in York, England, underlining the long-standing presence of both iconic brands.
