F1 and KitKat Boost Partnership with Major Activations Ahead of Mexican Grand Prix

Formula 1 is set to significantly enhance its fan engagement efforts through an expanded partnership with confectionery giant Nestle, focusing initially on the highly anticipated Mexican Grand Prix. KitKat, designated as F1's official chocolate bar under a multi-year agreement signed last year, will be central to a series of new activations and promotions designed to immerse fans in the sport. This collaboration coincides with significant anniversaries for both entities – F1's 75th year and KitKat's 90th. Mexico City has been chosen as the primary launchpad for these initiatives, capitalizing on the immense popularity and vibrant atmosphere of the Mexican Grand Prix, which typically draws over 400,000 attendees. The activations planned for Mexico are diverse and aim to connect with fans both inside and outside the circuit. Expect to see KitKat prominently featured in F1 fan zones and the exclusive Paddock Clubs. The partnership will also involve various giveaways and in-store promotions leading up to the event, tapping into the national pride associated with the race. Looking ahead to the 2025 Mexican Grand Prix, KitKat has also announced a partnership with McLaren reserve driver Pato O'Ward, a popular figure in Mexico. Furthermore, circuit attendees in Mexico City will have opportunities to participate in experiences offering chances to win exclusive F1 x KitKat merchandise, grandstand tickets, and even coveted Paddock Club passes. While Mexico serves as the initial major focus, the expanded partnership is not exclusive to one region. Promotions offering chances to win tickets to the 2025 Brazilian Grand Prix are also in the pipeline. Looking further ahead, F1 has indicated plans to extend these collaborations to additional Grands Prix and countries throughout the 2026 season, signaling a global ambition for the partnership. F1's commercial leadership emphasizes that the goal of such partnerships is to encourage fans to 'take a break from the norm' and fully engage with the drama and excitement of a Grand Prix weekend. The inclusion of KitKat through these interactive activations is seen as adding an element of fun and relaxation to the race experience, creating more memorable moments for attendees. The expanded collaboration with Nestle and the specific, high-profile activations planned, starting with the Mexican Grand Prix, underscore Formula 1's ongoing strategy to deepen its connection with a global fanbase through consumer-facing brand partnerships. This move is expected to boost engagement and add a unique flavour to the Grand Prix experience in key markets.