Italian brand’s partnership includes trackside signage, digital activations and pasta bars at Grands Prix.
Formula One has secured a multi-year deal with Italian pasta brand Barilla, which has joined the global motorsport series’ official partner tier.
Confirmed:
- Barilla will have a strong presence on and off the track, with pasta bars in the paddock and VIP areas serving dishes to guests at races
- The deal also includes trackside signage, digital activations and consumer promotions featuring Barilla branding
Context:
Barilla joins the likes of American Express, Globant and Tag Heuer as one of Formula One’s official partners, which is the series’ second sponsorship tier. Other brands that have become official partners this year include Louis Vuitton, Santander global lottery operator Allwyn, which agreed a multi-year deal in February.
Barilla’s involvement in sports sponsorship to date has predominantly focused on endorsement deals with tennis players. It previously sponsored 20-time Grand Slam winner Roger Federer before striking a deal with American star Coco Gauff in 2019.
The company does have ties to motorsport through its vice president Paolo Barilla, who entered 15 Formula One Grands Prix with Minardi across the 1989 and 1990 seasons.
Formula One president and chief executive Stefano Domenicali said: “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.”
Paolo Barilla added: “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.”
Credit: https://www.sportspro.com/news/f1-barilla-pasta-sponsorship-april-2025/