Nestlé Clinches Landmark Formula 1 Global Partnership

FMCG giant Nestlé has clinched a landmark multi-year partnership with Formula 1, the biggest motorsport championship series in the world.  

Under the deal, Nestlé’s ever-popular brand KitKat has become the official chocolate bar of Formula 1, beginning with the 2025 season, commemorating the chocolate wafer’s 90^th anniversary. The collaboration will see a gamut of engaging experiences for fans, from exclusive trackside branding to immersive fan zones at selected Grand Prix events, where attendees can enjoy promotions and interactive elements that highlight both brands.

Emily Prazer, Chief Commercial Officer at Formula 1, enthused, “We’re delighted to have such a universally 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.”

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.”

According to ASN data, Nestlé  has spent a mere US$4.8m+ in the Asian sponsorship landscape since Q122, with a quarterly average spend of almost US$402k during this period, and giving it a mere 0.2% share for its category. Spends have also plummeted since Q123, hitting a quarterly average investment ranging between US$55k and US$61k. 

Meanwhile, KitKat has spent a mere US$150k in the Asian sponsorship landscape since Q122, with a quarterly average spend of US$12.5k during this period. Traditional sponsorship activity in the region has also moved to a standstill since Q422. The latest global deal with F1 would certainly give the popular confectionery brand a boost in its spends and market share.