Celebrate! There's Finally an 'Official Chocolate Bar' of Formula 1

Formula 1 now has an official chocolate bar partner

Formula 1’s owners, Liberty Media, have been exploring fresh and left-field commercial avenues in recent years.

On Monday, the championship announced that it has signed Nestle’s KitKat to become, well, Formula 1’s official chocolate bar. The partnership will commence in 2025, marking the 75th anniversary of Formula 1, and 90th anniversary of the four-finger chocolate bar, and expand worldwide in 2026.

Formula 1 outlined that spectators can look forward to "promotional prizes, and immersive fan zones at select Grands Prix," while KitKat’s branding will be featured trackside.

“We’re delighted to have such a globally recognized and fun brand as KitKat joining us as a partner,” Formula 1’s chief commercial officer, Emily Prazer, said. “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.”

More details on the partnership are due to be released in due course.

“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences,” Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé, said. “With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.”

Formula 1’s 2024 season will resume with the Las Vegas Grand Prix on November 23, to begin a run of three rounds in three weekends to close out the campaign.