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.

Formula 1 and Nestlé have announced a new multi-year partnership. Part of the partnership includes KitKat becoming F1's "official chocolate bar". The collaboration will start in 2025, marking KitKat's 90th birthday and Formula 1's 75th anniversary.

Nestle: "(The deal is) a key part of our strategy to move from what's a very local model today, very fragmented," said Chris O'Donnell, KitKat's global category leader, declining to disclose the monetary value of the deal.

The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1.

The collaboration will officially launch during the 2025 season, continuing through 2026, at which point it will expand.

With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. “We’re excited to bring our signature sense of