Formula 1 has announced a number of activations with Nestlé ahead of KitKat’s debut as the official chocolate bar at the 2025 Mexico City Grand Prix.
The agreement, initially agreed, includes brand activations in the Fanzone and Paddock Club, prize promotions, limited-edition merchandise, in-store campaigns, and digital content.
KitKat has also partnered with McLaren’s reserve driver Pato O’Ward, who has represented the brand during its home-race presence in Mexico.
As part of the initiative, fans in attendance have been given opportunities to win race tickets and official co-branded merchandise.
In Brazil, a promotional campaign tied to KitKat packaging has been offering tickets to the 2025 São Paulo Grand Prix. KitKat has also conducted its first Formula 1 activation at São Paulo/Guarulhos International Airport this October.
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.”
Formula 1 has continued to expand its commercial partnerships ahead of major regulatory changes in 2026, which will introduce new power unit regulations focused on sustainability.
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