Barilla has announced a new multi-year partnership with Formula 1, which will see the brand becoming the official pasta partner of the world’s most prestigious motor racing competition.
“A lightning-fast F1 car and a delicious plate of pasta: what do they have in common?” Paolo Barilla, vice president of Barilla Group and former F1 driver, commented.
“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.”
Formula 1 chief executive Stefano Domenicali said: “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavored 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.”
As an Official Partner, Barilla will have a strong presence both on and off the track. Fans will be able to enjoy Barilla's Pasta Bars in the prestigious Formula 1 Paddock Club and the Paddock. There will also be trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide.
“Over the next years, we look forward to welcoming all F1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal,” Ilaria Lodigiani, Barilla chief category & marketing officer, said.
“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.”
