The two entities will undertake collaborative consumer activations, promotional prizes, fan zones at select Grands Prix, and trackside branding. (F1)

Motor racing's top-tier Formula 1 (F1) series and global food giant Nestlé have announced a new multi-year partnership making KitKat the official chocolate bar of Formula 1.

The collaboration will officially launch during the 2025 season, continuing through the 2026 season, at which point it will expand.

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As part of the deal, the two entities will undertake collaborative consumer activations, promotional prizes, fan zones at select Grands Prix, and trackside branding.

Emily Prazer, chief commercial officer at Formula 1, has said: “We’re delighted to have such a globally recognized 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.”

Bernard Meunier, head of strategic business units and marketing and sales at Nestlé, added: “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.”

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Other F1 global partners include Aramco, AWS, DHL, Heineken, Pirelli, Qatar Airways, and Rolex.

In terms of KitKat's sporting collaborations, meanwhile, the brand was also a partner of the Esports World Cup tournament in Riyadh, Saudi Arabia, earlier this year.