F1 adds some sweetness to the grid with new partner Kit Kat

Formula 1 and Kit Kat—two worlds that, at first glance, seem like polar opposites. After all, what does a chocolate bar with a penchant for breaks have in common with a sport that thrives on adrenaline and speed?

But as of today, the two have joined forces, announcing Nestlé’s Kit Kat as the Official Chocolate Bar of Formula 1 in a surprising – and somewhat quirky – multi-year partnership.

Just in time for Kit Kat’s 90th anniversary and F1’s 75th, the collaboration will take off in the 2025 season, bringing a playful twist to the racetrack experience for Formula 1 fans can expect more than just chocolate in this new alliance.

The partnership will introduce fan activations, prize giveaways, and immersive Kit Kat fan zones at selected Grands Prix, all wrapped in the brand’s trademark humor and iconic 'Have a Break, Have a Kit Kat' motto.

It’s a move that, according to both parties, is set to unite two vastly different but equally passionate fanbases by emphasizing the importance of taking a break – even in the high-speed, high-stakes world of F1.

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“We’re delighted to have such a universally recognised and fun brand as Kit Kat joining us as a partner,” said Emily Prazer, Chief Commercial Officer at Formula 1.

“They’re universally loved, and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”

For F1, the partnership isn’t just about adding another brand to the lineup—it’s about infusing the race weekends with a bit of light-hearted, chocolatey charm.

From Nestlé’s perspective, the deal is an ideal match for their legendary chocolate brand which is already a personal sponsor of Red Bull's Sergio Perez.

“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences,” said Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé.

“With its global reach and packed schedule, F1 offers Kit Kat the perfect platform to remind everyone to make time for a break.”

The message is clear: in between the pulse-racing action on the track, Kit Kat wants F1 fans to savor a moment of sweetness.

“We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.”

So, get ready to see Kit Kat’s “Have a Break” message splashed across the F1 circuit, turning pit stops into sweet spots for fans to recharge and celebrate the fun side of racing.

After all, who says you can’t enjoy a break in the fast lane?

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