Singapore – Barilla, known for its pastas, has recently joined Formula 1 as its official partner following signing a multi-year deal with the popular motorsport event.
As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and the 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.
Moreover, 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.
Stefano Domenicali, President & CEO of Formula 1, said, “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.”
He added, “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.”
Meanwhile, Paolo Barilla, vice president of Barilla Group and former F1 driver, also commented, “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.”
He added, “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.”
Lastly, Ilaria Lodigiani, chief category and marketing officer at Barilla, stated, “We look 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.”
The new partnership is one of many partnerships Formula 1 has embarked on to boost fan engagement, including with LVMH and its vodka brand Belvedere, KitKat, and LEGO. It has also continued to score big brands as title sponsors for its races, including with Louis Vuitton for this year’s Australian Grand Prix, and the extension of Singapore Airlines’ title sponsorship for the Singaporean Grand Prix.
