Formula 1 has announced the arrival of Pasta Barilla, the world’s largest pasta producer, as a new partner of the premier motorsport category. The multi-season agreement brings together two leaders in their respective fields, both driven by passion, tradition, and a spirit of innovation.
Pasta Barilla and F1: a winning combination
With this partnership, Barilla will be featured both on and off the track. Fans will be able to enjoy the Italian brand’s specialties at Pasta Bars located in the paddock and the exclusive F1 Paddock Club. There will also be digital activities, promotions, and branding on the circuits, reaching millions of fans around the world.
Stefano Domenicali, President and CEO of Formula 1, stated: “We are thrilled to welcome Barilla to the F1 family. A partnership founded on passion and shared values: excellence, authenticity, and the joy of experiencing extraordinary moments together. We can’t wait to begin this incredible journey with our new partner, confident they will add a flavorful touch to the F1 experience.”
A bond that starts in the kitchen and reaches the track
Among the promoters of the deal is Paolo Barilla, Vice President of the Barilla Group and former Formula 1 driver, who proudly commented: “An F1 car and a plate of pasta may seem far apart, but behind both are passionate and determined professionals driven by the desire to constantly improve. Our greatest satisfaction is offering a well-deserved plate of pasta to those who work in F1.”
Ilaria Lodigiani, Chief Category & Marketing Officer of the Barilla Group, added: “This partnership is an invitation to share what really matters. Whether it’s a race, a family lunch, or a moment at the table, Barilla and Formula 1 bring people together beyond sport and cuisine.”
Vice president and also a Formula driver
Paolo Barilla had a brief but fascinating chapter in the world of Formula 1. After gaining experience and success in lower categories – including winning the 24 Hours of Le Mans in 1985 with a Porsche 956B – the Milan-born driver entered F1 in 1989 with Scuderia Minardi. His official debut came at that year’s Japanese Grand Prix, and he went on to compete in several races during the following season with the Faenza-based team. Despite having a non-competitive car, Barilla demonstrated determination and passion—qualities that still tie him closely to motorsport. His F1 career ended in 1990, but his name remains symbolic of a romantic era of Formula 1, where courage mattered more than numbers.
A 145-year legacy of excellence
Founded in 1877 in Parma by Pietro Barilla, the company is now a global leader in the food sector. With a portfolio that includes iconic brands such as Mulino Bianco, Pan di Stelle, Pavesi, and many more, Barilla is inspired by the Mediterranean diet and the Italian lifestyle, promoting good, healthy, and sustainable nutrition.
This new partnership represents another major step in Formula 1’s expansion towards global lifestyle brands, combining speed, flavor, and togetherness in a distinctly Italian mix.
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