KitKat Becomes Official F1 Chocolate Bar, Launches Partnership in Mexico

KitKat is set to debut as the Official Chocolate Bar of Formula 1 at the Mexico City Grand Prix in October, marking a significant moment in its multi-year partnership with Nestlé.

Why it matters

This collaboration integrates KitKat into the world of F1, aiming to offer fans a unique experience and capitalize on the sport's global appeal, particularly in key markets like Mexico and Brazil.

The details

The partnership will kick off with various fan engagements:

• Fanzone and Paddock Club activations
• Prize promotions, including Paddock Club and Grandstand tickets
• Social media content and in-store activations
• Limited-edition merchandise

KitKat is working with McLaren F1 reserve driver and Mexico native Pato O’Ward to create memorable moments, especially for the home crowd in Mexico City. Fans at the Mexico City Fanzone will have opportunities to win exclusive F1 x KitKat merchandise.

What's next

The partnership will extend to Brazil, where fans can win tickets to the 2025 Sao Paulo Grand Prix through an on-pack promotion later this summer. KitKat's first F1 activation at the São Paulo/Guarulhos International Airport is planned for October, with expansions to other major international airports targeted for 2026.

Emily Prazer, Chief Commercial Officer at Formula 1, emphasized the goal of immersing fans in the excitement of F1 through KitKat's activations. Ricardo Bassani, Confectionery Business Executive Officer at Nestlé Mexico, highlighted the pride and vibrant atmosphere of the Mexico City Grand Prix as the ideal launchpad. Patrício Torres, Vice President of Confectionery at Nestlé Brazil, views this sponsorship as a historic opportunity to connect KitKat with Gen Z and support retailers.