LONDON –
Nestle’s KitKat brand has signed a global sponsorship deal with Formula 1 as new Chief Executive Laurent Freixe seeks to change the way the world’s biggest food company markets its core, multi-billion-dollar brands.
A senior executive said exclusively that the Formula 1 deal had been struck to cover the period between late 2025 and 2028, and the aim was to improve KitKat’s global reach and appeal to shoppers under 30 years old.
Through the deal that will start in Mexico and Brazil, Formula 1 racetracks and pit lanes will have KitKat advertising and events, chocolate wrappers will have Formula 1 branding, and Nestle will give away hundreds of race tickets.