In a bold and flavorful collaboration, two iconic global names—Barilla and Formula 1®—have announced a multi-year partnership that promises to blend speed with savor, adrenaline with authenticity, and precision with passion. This unique alliance brings together the worlds of elite motorsport and Italian culinary excellence, rooted in a shared philosophy of excellence, tradition, and unforgettable experiences.
More Than a Race, More Than a Meal
Formula 1 is globally renowned as the pinnacle of motorsport—where split-second decisions, high-performance engineering, and strategic brilliance define every outcome. Each Grand Prix is a showcase of dedication, grit, and pursuit of perfection. Yet, when the checkered flag falls and the thunder of engines subsides, a different kind of magic takes over. That’s where Barilla steps in, inviting racers, teams, and fans alike to gather around the table and celebrate not only the race but the moments that follow.
The partnership between Barilla and Formula 1 is more than just a branding opportunity—it’s a cultural synergy. Both brands, steeped in rich heritage and driven by the spirit of innovation, are deeply committed to delivering excellence in their respective fields. This collaboration signifies a meeting point where the excitement of Formula 1 and the warmth of sharing a meal with loved ones come together to offer something truly special.
A Shared Legacy of Quality, Precision, and Passion
In the high-stakes world of Formula 1, nothing is left to chance. Victory is the result of countless hours of fine-tuning, perfecting details, and an unrelenting pursuit of performance. Whether it’s a perfectly timed pit stop or the flawless calibration of a car’s aerodynamics, every element must harmonize with precision and purpose.
Barilla approaches its craft with the same uncompromising commitment. For more than 145 years, Barilla has been synonymous with high-quality pasta and sauces, known for preserving the authentic flavors of Italian cuisine while constantly innovating to meet modern tastes. From the careful sourcing of top-grade durum wheat to the advanced technologies used in their production facilities, every step in the Barilla process mirrors the precision of a Formula 1 race team preparing for the season.
Paolo Barilla, Vice President of the Barilla Group and a former Formula 1 driver himself, articulated the connection beautifully:
“A lightning-fast F1 car and a delicious plate of pasta—what do they have in common?” he asked. “At first glance, it may not be obvious. But behind both is an army of skilled professionals who are passionate, focused, and constantly striving to improve. Our greatest reward is to offer the men and women of Formula 1, after the intensity of competition, a moment of comfort and celebration through a well-earned plate of pasta.”
From Spectators to a Global Family
The announcement of the partnership was met with great enthusiasm by Formula 1’s CEO, Stefano Domenicali.
“We are thrilled to welcome Barilla into the Formula 1 family,” Domenicali said. “This collaboration is infused with passion, heritage, and excellence. Our two stories align in meaningful ways—from our dedication to authenticity to our drive to create unforgettable shared experiences. We are excited to begin this journey together, confident that Barilla will bring an elevated flavor to the emotional tapestry of Formula 1.”
This partnership is not just about two brands aligning; it’s about creating a bridge between cultures and communities. Formula 1 boasts a global fanbase spanning every continent, and Barilla, too, is a household name across the world. Together, they aim to foster deeper human connection—whether that’s through cheering for a favorite driver or sharing a comforting meal with friends and family.
Bringing Barilla to the F1 Experience
As the Official Pasta Partner of Formula 1, Barilla will bring its distinctive Italian flavor directly into the world of F1, offering fans and team members alike a taste of something truly special. Barilla Pasta Bars will be featured in the prestigious Paddock Club and throughout the Paddock area, giving guests a unique opportunity to enjoy world-class pasta during race weekends.
In addition to the culinary presence, Barilla will be highly visible at events through trackside signage, digital content, fan engagement campaigns, and worldwide consumer promotions. These initiatives are designed to bring the essence of the partnership to life and connect with millions of viewers and attendees on a deeper level.
Ilaria Lodigiani, Chief Category & Marketing Officer of the Barilla Group, emphasized the company’s excitement about this new chapter:
“Over the next few years, we look forward to inviting all F1 fans to the table every race weekend,” Lodigiani said. “Together, we will celebrate the thrill of the race and the comfort of a good meal. This partnership is about recognizing the moments that matter—those shared around the table, whether it’s in the paddock, at home, or somewhere in between. We believe that sharing a meal has the incredible power to bring people together, turning strangers into family. Barilla and Formula 1 are here to unite people—not just through sport and food, but through the emotions they evoke.”
A Celebration of Human Connection
At its core, this partnership is a celebration of humanity—the drive to be better, the joy of community, and the warmth that comes from gathering together after a day full of thrills. Whether it’s a driver who just pushed a car to its limits or a fan who cheered from the grandstands or the couch, there’s something universally comforting about sitting down to a delicious plate of pasta.
This collaboration reminds us that beyond the spectacle, beyond the speed, lies something more enduring: the power of shared moments. In joining forces, Barilla and Formula 1 have crafted a new kind of victory lap—one that ends not in a trophy ceremony, but around a table, with good food, good company, and stories to savor.
As this partnership unfolds, fans can look forward to more than just exhilarating races—they can also expect new culinary experiences, unique activations, and a renewed sense of connection. After all, at the intersection of speed and flavor, something truly extraordinary begins.
