Barilla Pasta joins the Formula 1 race as official partner

Pasta producer Barilla is joining Formula 1 as a new official partner in a multi-year deal starting this year. As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and spirit of togetherness among fans who will be able to enjoy dishes from the Italian brand's pasta bars around the paddock and in the prestigious Formula 1 Paddock Club. 

Trackside signage, digital activations and consumer promotions reaching millions of spectators worldwide will also bear the Barilla branding. 

The partnership will connect fans of both brands across the world, united by a passion for sports and the bonding tradition of sharing a meal. 

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To announce the partnership, Barilla took to social media with a series of posts. One post sees the Formula 1 drivers sat across an oval shaped table that mimic's the pasta maker's logo. The drivers are seen eating pasta and talking amongst themselves. 

Another post sees the logo zooming across the screen, similar to a Formula 1 racecar. 

In addition, Barilla has partnered with Formula 1 racer Nico Rosberg as a brand ambassador. Rosberg took to Instagram to announce the partnership with a photo of him enjoying a plate of pasta by the track. 

“We are thrilled to welcome Barilla into the Formula 1 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," said Stefano Domenicali, president and CEO of Formula 1. 

“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," he added. 

Meanwhile, Paolo Barilla, vice president of Barilla Group and former F1 driver said “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," added Barilla. 

Similarly, Ilaria Lodigiani, Barilla chief category and marketing officer said the pasta maker looks forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal.

"This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family. At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine," added Lodigiani. 

This isn't the first time Formula 1 has partnered with a FMCG brand. Last year, it teamed up with chocolate brand KitKat. The collaboration officially launched during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand across the world throughout 2026.

This partnership unites two large global fanbases in an innovative way that blends the thrill of motorsport with the renowned sense of humor of KitKat and tradition of sharing breaks. Moving forward, F1 enthusiasts can look forward to consumer activations, promotional prizes and immersive fan zones at select Grand Prix races, with trackside branding, and cheerful, light-hearted content.

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