KitKat will have its race debut at the FORMULA 1 GRAN PREMIO DE LA CIUDAD DE MÉXICO 2025 in October.
Announced in November 2024, the partnership between Nestlé and Formula 1 comes into effect this year in Latin America, with the FORMULA 1 MSC CRUISES GRANDE PRÊMIO DE SÃO PAULO 2025 following in November.
The partnership will expand worldwide throughout 2026. Cruises Grande Prêmio De São Paulo following in November. The partnership will expand worldwide throughout 2026.
This collaboration is a first in global motorsport, as KitKat inspires the F1 world to embrace the break. Along the track, in fan zones, Paddock ClubsTM and through social media content, KitKat will set the bar for the best breaks.
With exclusive merchandise, in-store activations, exciting prize promotions and limited editions, everyone will be encouraged to join in on the break.
In Mexico, consumers will be able to enjoy unique experiences alongside Pato O’Ward - the McLaren F1 team’s reserve driver and a member of the ARROW McLaren IndyCar team. Originally from Monterrey, Mexico, O’Ward is a rising star who inspires a new generation of fans.
"For many Mexicans, Formula 1 embodies national pride and excitement," said Ricardo Bassani, Confectionery Business Executive Officer at Nestlé Mexico.
"Each Mexico City Grand Prix is a vibrant celebration with over 400,000 attendees. Kicking off the new KitKat-Formula 1 partnership in Mexico is therefore the perfect opportunity to connect with fans looking for a thrilling experience both on and off the track."
KitKat is not new to F1 in Mexico. Since 2023, Sergio 'Checo' Pérez, the most successful Mexican driver in F1 history, has been serving as a KitKat brand ambassador.
In Brazil, F1 fans can look forward to a major KitKat promotion that will award tickets to the São Paulo Grand Prix, where the brand will offer an exciting experience in its traditional fan zone. KitKat will continue its sponsorship of Brazilian driver Gabriel Bortoleto, one of the most promising talents in global motorsport.
"The sponsorship of F1 by KitKat marks a historic moment for the brand in Brazil," commented Patrício Torres, Vice President of Confectionery at Nestlé Brazil.
"This partnership enables us to strengthen and expand the connection of KitKat with GenZ. We will work closely with retailers to launch a robust promotion for consumers and will roll out communication initiatives over the coming months."
