Kitkat’s 90th birthday marked in becoming Formula 1’s official chocolate bar at Mexico’s Grand Prix

KitKat is fully primed for race day as its partnership with Formula 1 takes shape, as Nestlé celebrates the 90th anniversary of the flagship confectionery brand in debuting its motorsports move at the Mexico City Grand Prix this October, reports Neill Barston.

The deal marks a historic agreement for the business, which has never before aligned itself with such a commercial engagement, and will see a high-profile promotions for the major chocolate line that remains at the core of the company.

Notably, the partnership will see the brand become the official chocolate for F1, and is set to follow on with the Brazilian Grand Prix taking place in November, as the region takes the spotlight for the full launch of the partnership – which celebrates both nine decades of confectionery manufacturing, as well as a momentous 75th anniversary of F1.

As the company noted, its agreement will expand worldwide throughout 2026, with KitKat aiming to inspire the F1 world to “embrace the break,” in a first for the business.  Along the track, in fan zones, Paddock Club and through social media content, KitKat will set the bar for the best breaks. With exclusive merchandise, in-store promotions, exciting prize promotions and limited editions, everyone will be encouraged to join in on the break.

Significantly, as the business added, 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, inspiring a new generation of fans. Nestlé Mexico is giving away Grandstand and Paddock Club tickets in pairs for the Mexican Grand Prix. 

Nestlé International Travel Retail (NITR) is preparing for its first F1 activity, including offering customers travelling through the region some added experiences, including at  São Paulo/Guarulhos–Governor André Franco Montoro International Airport, which will follow-on globally next year

Ricardo Bassani, Confectionery Business Executive Officer at Nestlé Mexico, welcomed the historic partnership, which was first trailed at the end of last year, and is now fully taking shape.

He said: “For many Mexicans, Formula 1 embodies national pride and excitement. 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.”

Moreover, as the business cited, the renowned chocolate bar 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. In addition, 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.”

“I cannot wait for our passionate fans in Mexico and Brazil to experience the world of KitKat, through this exciting partnership,” added Emily Prazer, Chief Commercial Officer at Formula 1.

“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.”