Formula 1 adds Barilla to roster
Formula 1 has signed a multi-year agreement with Barilla, making the Italian food brand an official partner and expanding its commercial presence in the UK.
The partnership with Formula 1 began in 2024, with this deal granting the brand on-track visibility, digital activations, and consumer promotions.
Barilla Pasta Bars will be introduced in the Formula 1 Paddock Club and other hospitality areas, including select venues in the UK, offering fans the opportunity to engage with the brand during race weekends.
The partnership has aligned with Formula 1’s continued expansion of its commercial strategy and hospitality offerings, with food and beverage activations becoming a growing part of the sport’s fan engagement model.
Formula 1 has maintained a focus on enhancing the at-track experience and reaching wider audiences through culturally relevant partners.
Stefano Domenicali, President & CEO of Formula 1, said, “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.
“We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”
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