SHERIDAN, WYOMING – June 19, 2025 – Nestlé’s KitKat is shifting into high gear as it launches its biggest global brand partnership yet—with none other than Formula 1. Starting this October, fans in Latin America will get their first taste of this collaboration at the FORMULA 1 GRAN PREMIO DE LA CIUDAD DE MÉXICO 2025, with Brazil’s São Paulo Grand Prix following in November.
This bold new alliance blends the thrill of motorsport with the universal joy of taking a break. KitKat, now the Official Chocolate Bar of Formula 1, is bringing its iconic red branding to racetracks, fan zones, exclusive merchandise, and immersive experiences. It’s not just about racing—it’s about enjoying the moment.
A Break Unlike Any Other
From cheering in the stands to snapping photos in branded fan zones, KitKat is making sure fans experience Formula 1 in a whole new way. The campaign promises:
- Limited edition chocolate bars and exclusive merchandise
- Exciting in-store activations and prize promotions
- Fun and interactive moments in fan zones and Paddock Clubs™
- Social media content that celebrates the joy of taking a break
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 MÉXICO 2025, along with a dedicated 'Break' moment at the fan zone, to the lucky winners.
Mexico Leads the Way in Chocolate and Speed
"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 most successful best Mexican driver in F1 history, has been serving as a KitKat brand ambassador.
São Paulo to Host Brazil’s Sweetest Pit Stop
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."
A Global Rollout, Starting With Airports
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.
Formula 1 Meets Chocolate Joy
"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."
With more rollouts coming globally in 2026, this is just the beginning of an exciting new chapter where speed meets sweetness.
Learn more at www.kitkat.com