Formula One has secured a fresh commercial boost after announcing Barilla Group as its latest official sponsor. The multi-year agreement takes effect this season.
Barilla, a leading Italian pasta company, will feature prominently across F1 race weekends. This includes digital campaigns, branded signage, and fan-based promotions.
In addition to visibility, Barilla’s food stalls will grace the exclusive F1 Paddock Club. Fans will enjoy pasta dishes right at the heart of the action.
“We are thrilled to welcome Barilla into the Formula One family, a collaboration flavoured with passion and heritage…” said Stefano Domenicali, President and CEO of F1.
He added, “We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste…”
Notably, this partnership brings back Paolo Barilla to F1, decades after racing in the sport. He now serves as VP of Barilla Group.
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Paolo raced in F1 before leaving in 1990 to focus on business. Today, Barilla Group generates over €4.8 billion annually.
Formula One and sports marketing
As he returns in a new role, Paolo Barilla shared, “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common?”
He added, “Behind both, and the effort that goes into making them, are skilled professionals, passionate and determined…”
“Our greatest satisfaction is being able to offer all the men and women of F1… a well-deserved plate of pasta.”
This deal further makes case for F1’s continued commercial expansion under Liberty Media. The sport has grown more brand-friendly in recent years.
Besides attracting major sponsors, F1 teams are now exploring new ways to boost income. Opportunities have increased across the board.
Consequently, many insiders have linked this shift to American sports marketing. US-style strategies are now influencing F1’s business model.
Nick LaManna of Designit recently defended the move, noting its alignment with evolving fan engagement and commercial trends.
Tags: Nick LaManna, Formula One, multi-year sponsorship deal, Barilla Group, President and CEO of F1, Stefano Domenicali, F1 Paddock Club.
