KitKat and Formula 1, Nestlé's largest global brand alliance, launches NOW in Latin America
Vevey, Switzerland – June 11, 2025 KitKat, the Official Chocolate of Formula 1, will make its on-track debut during the 2025 Mexico City Grand Prix in October. Announced in November 2024, the partnership between Nestlé and Formula 1 begins this year in Latin America, with the FORMULA 1 MSC CRUISES GRANDE PRÊMIO DE SÃO PAULO 2025 in November. This collaboration will expand globally throughout 2026.
This collaboration represents a first in global motorsport, as KitKat inspires the F1 world to take a break. Throughout the track, in fan zones, the Paddock Club™, and on social media, KitKat will set the standard for the ultimate break. With exclusive merchandise, in-store activations, promotions with exciting prizes, and limited-edition offerings, everyone will be invited to join in the break.
Exciting breaks in Mexico and Brazil
In Mexico, consumers will be able to enjoy unique experiences alongside Pato O'Ward, McLaren F1 Team Reserve Driver and member of the ARROW McLaren IndyCar team. Originally from Monterrey, Mexico, O'Ward is a rising star inspiring a new generation of fans. Nestlé Mexico will be giving away double tickets to the grandstands and Paddock Club™ of the 2025 GRAN PREMIO DE LA CIUDAD DE MÉXICO, in addition to offering a dedicated Fan Break in the Fan Zone, for the lucky winners.
“For many Mexicans, Formula 1 represents national pride and excitement,” said Ricardo Bassani, Vice President of Chocolates and Confectionery at Nestlé Mexico. “Each Mexico City Grand Prix is a vibrant celebration with more than 400,000 attendees. Launching the new partnership between KitKat and Formula 1 in Mexico is, therefore, the perfect opportunity to connect with fans seeking an exciting experience on and off the track.”
KitKat is no stranger to F1 in Mexico. Since 2023, Sergio “Checo” Pérez, the most successful Mexican driver in F1 history, has been a KitKat brand ambassador.
In Brazil, F1 fans can participate in a massive KitKat promotion that will award tickets to the São Paulo Grand Prix, where the brand will offer an exciting experience in its long-standing fan zone. In addition, KitKat will continue to sponsor Brazilian driver Gabriel Bortoleto, one of the most promising talents in world motorsport.
“KitKat’s sponsorship of F1 marks a historic moment for the brand in Brazil,” said Patrício Torres, Vice President of Confectionery at Nestlé Brazil. “This partnership allows us to strengthen and expand KitKat’s connection with Generation Z. We will work closely with retailers to launch a robust consumer promotion and develop communication initiatives in the coming months.”
“I can’t wait for our passionate fans in Mexico and Brazil to experience the world of KitKat through this exciting partnership,” added Emily Prazer, Formula 1 Chief Commercial Officer. “When our fans attend a Grand Prix, we want them to take a break from the everyday and immerse themselves in the drama and excitement of Formula 1. KitKat activations add a real sense of fun and relaxation to our races and create even more memorable moments.”
Nestlé International Travel Retail (NITR) is also preparing for its first F1 activations, offering travelers engaging experiences starting in October at São Paulo/Guarulhos–Governor André Franco Montoro International Airport. NITR will then expand these activations to major airports around the world throughout 2026.