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Nestle — KitKat

KitKat breaks into Formula 1 with brand partnership in LATAM

Nestlé has announced KitKat will make its Formula 1 debut at the Mexico Grand Pix in October, followed by the Sao Paulo race in November as part of a global brand partnership in Latin America

,   and  Anthony Myers
3 min read
Image shows a digitally-enhance FI racing car with KitKat branding
KitKat is accelerating into FI with its first Grand Prix in October. Image: Nestlé
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This collaboration is a first in global motorsport, as KitKat inspires the F1 world to embrace ‘the break’. 

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 activations, exciting prize promotions and limited editions.

Nestlé confirmed the partnership will expand worldwide throughout 2026.

“For many Mexicans, Formula 1 embodies national pride and excitement,” said Ricardo Bassani, Confectionery Business Executive Officer at Nestlé Mexico.

“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.”

Brand ambassador

KitKat 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,” said 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."

Nestlé to give webinar update on Income Accelerator Programme after promising start
The Nestlé Income Accelerator Programme was launched in 2022 as an innovative, family-centred approach aiming to close the living income gap and reduce child labour risks in cocoa-growing communities
From The Desk of CocoaRadarAnthony Myers
Image shows a KitKat bar inside sack of cocoa beans.
KitKat joined Nestlé's Income Accelerator Program in January 2024. Image: Nestlé

‘Breaks for Good’

Last year, Nestlé announced KitKat had become part of its income accelerator program, which aims to connect consumers with the farmers and raise awareness about the sustainability of the cocoa used in the iconic bars.

The KitKat ‘Breaks for Good’ campaign includes chocolate made with cocoa mass from beans grown by farmer families engaged in the company's income accelerator.

The program incentivises cocoa-farming families with financial benefits for enrolling their children in school, implementing good agricultural practices, engaging in agroforestry activities, and diversifying their incomes.

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From The Desk of CocoaRadarAnthony Myers

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