Formula One (F1) has confirmed that its latest sponsorship partner Barilla Group has signed a multi-year deal that will begin for this season.
The pasta producer will become an official F1 sponsor and will gain a strong presence both on-and-off the track with branding across Grand Prix’s this season, including signage, digital activations, and consumer promotions.
Barilla’s Italian bars will also be present at the F1 Paddock Club for fans to purchase the company’s foods and beverages.
Stefano Domenicali, President and CEO of F1, said: “We are thrilled to welcome Barilla into the Formula One family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.
“We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”
This partnership also brings back together former F1 Driver Paolo Barilla to the sport which he left in 1990 to begin his career as an entrepreneur, helping to found Barilla Group, with revenues exceeding €4.8bn in 2023.
Barilla, VP of Barilla Group, commented on his return to F1 in this new capacity, commenting: “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common?
“At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving.
“Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta.”
This marks the latest F1 sponsorship deal amid a flurry of commercial activity around the top level of motorsports. In recent years, F1 has become increasingly commercially mindful under the ownership of Liberty Media.
Not only have F1 expanded its sponsorship inventory, but its teams have also been afforded newfound opportunities to generate more revenue as the sport continues to grow commercially and by audience.
Racing insiders have often labelled this shift from F1 as its embracement of US sports strategies, which was defended by Nick LaManna, Brand Strategy Lead at Designit, recently on Insider Sport.
