Liberty Media‘s recent attempts to boost Formula 1’s popularity worldwide have been extremely successful. The sport continues to receive massive investments from multiple national brands alongside the growth of viewers. Hence, amidst the ongoing season, a multi-national company that backs Sergio Perez also joined Formula 1 as a sponsor for being the ‘official chocolate bar’.

Formula 1 recently took a massive hit by losing the long-time partner Rolex as the French luxury conglomerate LVMH has replaced the former. Regardless, the sport continues to delve into various other opportunities available. As a result, Nestlé, a Swiss multinational food and drink brand formed ties with the pinnacle of motorsport.

The collaboration will officially begin in 2025 when Formula 1 marks its 75th year since its inception. Nestlé owns the chocolate range KitKat, which will become the sport’s ‘official chocolate bar’ by the coming season. Such a mega deal between the two entities means a highly positive point for Sergio Perez due to the massive financial support he attracts to the sport.

RELATED(Video) Toto Wolff admits to Lewis Hamilton taking ‘pressure off Mercedes’ by accepting his shortcomings in 2024Formula 1 delighted to have a ‘globally recognized and fun brand’ joining the sportKitKat is famous for its hilarious and quirky marketing techniques used to represent the brand. Hence, the brand’s involvement with Formula 1 would only increase the involvement of young audience in the sport. F1’s chief commercial officer, Emily Prazer reckoned that the sport was delighted to have KitKat join the paddock by the coming season.

We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner. They’re universally loved, and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport. Emily Prazer told Nestle.

comStefano Domenicali and Mohammed Ben Sulayem (via IMAGO)Moreover, Formula 1’s recent ambitions to reduce abusive languages to increase young audiences sit well with this deal. The love for KitKat’s chocolate is increasing by the passing hour as it deems a great situation for the sport. Hence, the coming season will be extremely interesting due to the massive changes pending to the paddock.

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