KitKat set to join Formula One in Mexico
KitKat, one of the world’s favourite chocolate bars will make its debut as the Official Chocolate Bar of Formula 1 at this year’s Mexico City Grand Prix, providing fans with the chance to win exclusive merchandise and Formula 1 tickets.
The multi-year partnership with Nestlé was announced in late 2024. Formula One noted that the collaboration "will see KitKat integrated into the world of Formula 1 with immersive fan zones and Paddock Club activations, social media content, exciting prize promotions, in-store activations and limited-edition merchandise."
McLaren's reserve driver and Mexico native, Pato O’Ward will also play a role in the freshly-established partnership. As prt of the collaboration, fans will be 'encouraged to embrace the break with experiences including a dedicated Break fan zone activation and the chance to win exclusive Formula 1 x KitKat merchandise, Grandstand tickets and Paddock Club Tickets in pairs for the race."
In addition, fans in Brazil will have the opportunity later this summer to win tickets to the Sao Paulo Grand Prix , through KitKat’s on-pack promotion.
As part of the partnership, KitKat will also launch its first ever Formula 1 activation in October at the São Paulo/Guarulhos–Governor André Franco Montoro International Airport with plans to expand to other major international airports throughout 2026.
Commenting on the partnership, Emily Prazer, Chief Commercial Officer at Formula 1, said: “I cannot wait for our passionate fans in Mexico and Brazil to experience the world of KitKat, through this exciting partnership.
"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.”
Reflecting on the announcement, Ricardo Bassani who acts as Confectionery Business Executive Officer at Nestlé Mexico, said: “We are delighted to kick off this unique partnership in Mexico.
"For many Mexicans, Formula 1 embodies national pride and excitement. Each Mexico City Grand Prix is a vibrant celebration with over 400,000 attendees. This event is a perfect opportunity for us to connect with fans looking for a thrilling experience in and outside the track.”
Speaking of the partnership, Vice President of Confectionery at Nestlé Brazil, Patrício Torres stated: "KitKat’s sponsorship of F1 marks a historic moment for the brand in Brazil.
"This partnership enables us to strengthen and expand KitKat’s connection with Gen Z. We will work closely with retailers to launch a robust promotion for consumers and will roll out communication initiatives over the coming months."
