F1 and Nestle announce KitKat activations for Mexican GP 

Formula 1 is preparing to deepen its ties with Nestle through a series of new activations and promotions to highlight its official chocolate bar, the KitKat.  

The Nestle product became F1’s official chocolate bar under a multi-year deal that was announced last year. It follows similar partnerships with brands like luxury conglomerate LVMH, and F1’s official rosé partner, Whispering Angel.  

To mark the 75th anniversary of F1 and the 90th anniversary of KitKat, the two brands will roll out a series of activations in Mexico. The collaborations will include appearances from KitKat at F1 fan zones and Paddock Clubs, as well as giveaways and in-store promotions.  

“We are delighted to kick off this unique partnership in Mexico,” said Ricardo Bassani, confectionery business executive officer at Nestle Mexico.  

“For many Mexicans, Formula 1 embodies national pride and excitement. Each Mexico City Grand Prix is a vibrant celebration with over 400,000 attendees. This event is a perfect opportunity for us to connect with fans looking for a thrilling experience in and outside the track.” 

Ahead of the 2025 Mexican Grand Prix, KitKat will partner with McLaren reserve driver Pato O’Ward. The brand will also create experiences at the circuit in Mexico City that offer racegoers the chance to win F1 x KitKat merchandise, grandstand tickets and Paddock Club tickets.  

Formula 1 and KitKat

Photo by: Formula 1

The brand partnership isn’t exclusive to Mexico, however, and F1 fans will also be able to try and win tickets for the 2025 Brazilian Grand Prix through KitKat’s on-pack promotions. 

“I cannot wait for our passionate fans in Mexico and Brazil to experience the world of KitKat, through this exciting partnership,” said Emily Prazer, chief commercial officer at F1.  

“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.” 

KitKat’s partnership with the series will soon expand further afield, and F1 said at the time of the partnership’s launch that it plans to expand the collaboration to further grands prix and countries over the course of the 2026 season.