Nestle’s popular KitKat brand has secured a global sponsorship deal with Formula 1, marking a bold new marketing strategy under Chief Executive Laurent Freixe. The multi-year agreement, set to run from late 2025 through 2028, aims to expand KitKat’s global footprint and resonate with younger audiences, particularly consumers under 30.
A senior Nestle executive, speaking exclusively with Reuters, highlighted the partnership’s focus on broadening KitKat’s reach in the dynamic Formula 1 landscape. As part of Nestle’s evolving approach to marketing its flagship brands, this sponsorship is expected to amplify KitKat’s presence worldwide and capture the attention of Formula 1’s youthful, international fan base.
“This partnership aligns with our goal to bring KitKat to a new generation of shoppers,” the executive noted, underscoring how Nestle hopes to leverage Formula 1’s increasing popularity among younger audiences. With this move, Nestle is betting on the synergy between KitKat’s iconic image and the high-octane world of Formula 1 to drive engagement and brand loyalty.
Nestle’s sponsorship deal comes amid broader efforts to modernize its marketing strategies for core products and strengthen its hold in key international markets. The collaboration with Formula 1 is anticipated to include prominent branding opportunities, interactive campaigns, and activations at major races around the globe, all aimed at boosting KitKat’s relevance in the competitive snack.
