LONDON ¨C 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.
A senior executive said exclusively that the Formula 1 deal had been struck to cover the period between late 2025 and 2028, and the aim was to improve KitKat¡¯s global reach and appeal to shoppers under 30 years old.
Through the deal that will start in Mexico and Brazil, Formula 1 racetracks and pit lanes will have KitKat advertising and events, chocolate wrappers will have Formula 1 branding, and Nestle will give away hundreds of race tickets.
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