The crunch and comforting indulgence of a Nestle KitKat bar and the adrenaline-fuelled thrill of Formula 1 cars tearing around a racetrack could not be more contrasting experiences. Yet, in a surprising
move, Formula 1 has added the popular chocolate brand Nestle to its expanding list of sponsors, officially naming KitKat as its chocolate bar partner.
The partnership was formally announced in November 2024, as Formula 1 geared up for the much-anticipated 2025 season. In its statement, F1 also hinted at plans to expand the collaboration in 2026. As part of this extension, KitKat unveiled a world-first Formula 1–shaped chocolate car, images of which were later shared on Instagram.
Formula 1-Shaped KitKat Bar
The eye-catching KitKat bar, designed in the shape of a Formula 1 car, is expected to strengthen the F1-Nestle partnership by drawing attention from fans who regularly “have a break, have a KitKat.” The design is likely to appeal particularly to children and young fans who follow Formula 1 for its high-speed races across the globe.
The expanded collaboration will also include plans agreed between Formula 1 and Nestle to offer immersive fan experiences, special merchandise giveaways and in-store promotions and activations during key races of the 2026 Formula 1 season.
“F1 fans can look forward to consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding and cheerful, light-hearted content,” Formula 1 had promised in a statement.
“Bringing its iconic ‘Have a Break, Have a KitKat’ message to Formula 1, the partnership champions the importance of taking a moment to pause, and unites two diverse global fanbases in an innovative collaboration.”
‘They’re Universally Loved’
Chief commercial officer at Formula 1, Emily Prazer, said the championship is “delighted” to have Nestle on board as a sponsor. Prazer mentioned, “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.”
Bernard Meunier, head of strategic business units, marketing and sales at Nestle, said he was delighted to forge a partnership with a rapidly growing motorsport championship.
While the collaboration initially surprised many, both Formula 1 and Nestle see strong potential in bringing together their diverse fan bases. The partnership is expected to boost the global profile of both the motorsport series and KitKat, particularly the Formula 1–shaped chocolate bars.
