What does KitKat do in motorsport?
KitKat is the official chocolate bar of the sport from the 2025 Mexico weekend, activating at the circuit rather than on a car.
KitKat has no branding on any car. It is the best placed brand of the eleven measured, which is the strongest argument in the data for activation over exposure.
KitKat debuted as the official chocolate bar of the sport at the 2025 Mexico weekend, the largest global brand partnership in the Nestlé portfolio and expanded across more Grands Prix through 2026. The partnership runs through fanzone and Paddock Club activations, limited edition products, in store promotions and airport activations.
What a partnership without a livery produces
84.6% of the audience answered the placement question correctly, against a grid average of 46.1% and against 27.9% for a title partner on a sidepod.
Attribution is 85.2%, above the grid average of 82.2%. A sport wide partnership has no single team to be attributed to, so the audience is answering about the sport itself.
Read together the two numbers say the partnership is being experienced rather than passed. A logo on a car is seen by everyone watching and read by three in ten. A brand met at the circuit is placed correctly by eight in ten.
Frequently asked questions
Is KitKat a Formula 1 sponsor?
KitKat became the official chocolate bar of the sport at the 2025 Mexico weekend, the largest global brand partnership in the Nestlé portfolio, expanding across more Grands Prix through 2026.
What does the KitKat partnership include?
Fanzone and Paddock Club activations, limited edition products and merchandise, in store promotions and airport activations, with no branding on any car.
Does a partnership without car branding get remembered?
On this reading yes. KitKat records 84.6% on the placement question of the BoxBoxd Brand Recall Index in 2026, the highest of the eleven brands tested.
Where does the KitKat branding appear and do fans know?
84.6% of the motorsport audience answered the placement question correctly for KitKat on the BoxBoxd Brand Recall Index in 2026, against a grid average of 46.1% across the eleven brands tested.
Is KitKat recall above or below the motorsport average?
KitKat records 95.7% recognition against a grid average of 94.3% and 85.2% attribution against a grid average of 82.2%, measured across 904 tests in the 2026 season.
Which fans attribute KitKat correctly most often?
McLaren fans, at 92.1% attribution for KitKat on the BoxBoxd Brand Recall Index in the 2026 season.
Want this reading on your own brand?
The full report behind this article, with the split by team audience, market composition and the change across the season, is available to teams, brands and agencies.
Source: BoxBoxd, the motorsport social network. The Brand Recall Index is measured on the BoxBoxd audience through the 2026 season, where a blurred sponsor logo is shown with no name attached and three questions follow: name the brand, name the team, place the branding on the car.