Formula 1 “steals” a historic partnership from Sergio Perez. Formula 1 has formed a new and “sweet” partnership with a historic brand previously sponsored by Sergio Perez.

Formula 1 has formed a new and “sweet” partnership with a historic brand previously sponsored by Sergio Perez: KitKat. The well-known English chocolate brand, owned by Nestlé, now officially enters the paddock as a sponsor of motorsport’s premier category.

The official announcement of the new agreement arrived on the afternoon of Monday, November 11. “Formula 1 and Nestlé announced today a new multi-year partnership that will make KitKat the official chocolate bar of F1.”

Formula 1 has its new official chocolate bar: KitKat
“The partnership will be officially launched during the 2025 season, in celebration of the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand worldwide over the course of 2026. F1 fans will be able to enjoy consumer initiatives, promotional prizes, and engaging fan zones at selected Grand Prix events, with trackside branding and cheerful, light-hearted content,” reads the announcement.

Further, “By bringing its iconic message ‘Have a Break, Have a KitKat’ to Formula 1, the partnership supports the importance of taking a break and unites two different global fanbases in an innovative collaboration.”

“Both brands are committed to enhancing the fan experience by combining the excitement of world-class racing with KitKat’s renowned sense of humor and tradition of shared breaks. More details on the new partnership will be published in due course.”

In short, F1 continues to team up with high-profile and globally recognized brands. Indeed, this deal with KitKat is only the latest agreement reached. Previously, there was a partnership with Hot Wheels and also with LVMH, the multinational that includes over seventy globally recognized brands. And the surprises may not end here…