KitKat will make its debut as the Official Chocolate Bar of Formula 1 at this year’s Mexico City Grand Prix in October, giving fans the chance to win exclusive merchandise and F1 tickets.
The multi-year partnership with Nestlé was announced in late 2024 and will see KitKat, one of the world’s favourite chocolate bars, integrated into the world of Formula 1 with immersive Fanzone and Paddock Club activations, exciting prize promotions, social media content, in-store activations and limited-edition merchandise.
READ MORE: Formula 1 welcomes KitKat as Official Chocolate Bar partner
Together with McLaren F1 reserve driver and Mexico native Pato O’Ward, KitKat will create memorable moments for race goers and build on the passion of the home crowd. Fans can embrace the break with a dedicated activation in the Fanzone for the chance to win pairs of Paddock Club tickets, Grandstand tickets and exclusive Formula 1 x KitKat merchandise.
Later this summer, fans in Brazil will have the opportunity to win tickets to the 2025 Sao Paulo Grand Prix through KitKat’s on-pack promotion, while its first ever F1 activation at the São Paulo/Guarulhos International Airport will also take place in October, with plans to expand to other major international airports throughout 2026.
Mexico native and McLaren reserve driver Pato O’Ward will help KitKat encourage fans to embrace the break
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.”
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Ricardo Bassani, Confectionery Business Executive Officer at Nestlé Mexico, commented: “We are delighted to kick off this unique partnership in 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.”
Patrício Torres, Vice President of Confectionery at Nestlé Brazil, added: «KitKat’s sponsorship of F1 marks a historic moment for the brand in Brazil. This partnership enables us to strengthen and expand KitKat’s connection with Gen Z. We will work closely with retailers to launch a robust promotion for consumers and will roll out communication initiatives over the coming months.»