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Nestlé’s KitKat Signs Landmark Formula 1 Sponsorship Deal Under New CEO’s Vision!
In a groundbreaking move aimed at enhancing global appeal, Nestlé’s KitKat brand has signed a significant sponsorship deal with Formula 1. This partnership marks a pivotal shift in the company’s longstanding marketing approach under the leadership of new Chief Executive Laurent Freixe, who is focused on broadening the brand’s reach, particularly among younger consumers.
Details of the Sponsorship Agreement
The global sponsorship agreement is set to run from late 2025 through 2028, with the initial promotional activities kicking off in Mexico and Brazil. The collaboration will prominently feature KitKat advertising around racetracks and pit lanes, as well as incorporating Formula 1 branding on KitKat wrappers. As part of the initiative, Nestlé plans to distribute hundreds of race tickets, further engaging fans and enhancing brand visibility.
This partnership represents a departure from Nestlé’s traditional local marketing strategy, marking its first-ever global advertising deal in its nearly 160-year history. Chris O’Donnell, KitKat’s global category leader, emphasized that the Formula 1 sponsorship is central to the brand’s transition from a fragmented, country-based model to a unified global approach.
Increased Marketing Investment
O’Donnell revealed that KitKat’s global marketing budget has increased by nearly 20% this year, reflecting the brand’s commitment to expanding its market presence. The current brand valuation is estimated at over 2 billion Swiss francs (approximately $2.29 billion). Nestlé’s overall advertising and marketing expenditure has also risen, reaching 7.7% of sales in 2023.
Leadership Vision Under Laurent Freixe
Laurent Freixe took over as Nestlé’s CEO in September 2024, succeeding Mark Schneider. Freixe is known for his strategic vision and operational expertise gained over nearly four decades with the company. His leadership marked a departure from Schneider’s cost-saving strategies during the pandemic, which had adversely affected Nestlé’s market share as consumers gravitated towards more affordable options.
Freixe aims to reinvigorate Nestlé’s core brands and views the Formula 1 partnership as a critical step in accelerating growth. He believes that engaging with younger audiences through high-profile sponsorships will be essential for maintaining relevance in an increasingly competitive market.
Industry Context and Competitive Landscape
The KitKat-Formula 1 deal comes on the heels of similar moves by other global brands seeking to enhance their visibility through sports sponsorships. Notably, luxury conglomerate LVMH recently signed a 10-year sponsorship deal with Formula 1 for its brands such as Louis Vuitton and TAG Heuer, taking over from long-time sponsor Rolex.
As KitKat positions itself within the Formula 1 ecosystem, it aims to boost its global presence and tap into new consumer segments. This strategy aligns with Freixe’s vision of consistent investment across Nestlé’s brand portfolio to drive growth and innovation.
Conclusion
The landmark sponsorship deal between Nestlé’s KitKat and Formula 1 signifies a bold new direction for the brand under CEO Laurent Freixe. By leveraging high-profile events and engaging directly with younger consumers, KitKat is poised to enhance its visibility and relevance in the competitive snack market. As this partnership unfolds, it will be interesting to see how it influences consumer perceptions and sales performance for one of Nestlé’s most iconic products.
Hyderabad, January 13, 2026 Neeman’s, India’s leading D2C footwear brand famed for sustainable shoes and patented PIXLL® technology, has raised $4 million from existing investors. This funding boosts its cumulative capital past $10 million since 2015, with a post-money valuation nearing $50 million. CEO Vijay Chahoria emphasized offline retail as the “next frontier,” planning 50+ new stores in Tier 2/3 cities like Jaipur and Lucknow to blend eco-friendly innovation with hands-on customer experiences.
In India’s booming D2C ecosystem where footwear sales hit ₹1.2 lakh crore in 2025 Neeman’s targets hybrid retail amid high online CAC and 25-30% returns. Backed by vegan, machine-washable shoes priced ₹2,000-4,000, the brand leverages PIXLL® (5x more breathable than leather) for carbon-neutral comfort. Recent 5x revenue growth to ₹100 crore ARR, 1M+ pairs sold via Myntra and stores, and awards at India D2C Summit 2025 position it ahead of rivals like Paaduks.
Neeman’s offline expansion India eyes the $15B sustainable footwear market by 2028, fueled by PLI schemes, Gen Z’s 70% eco-preference (Nielsen), and Southeast Asia exports. Challenges like real estate costs are offset by data-driven inventory and omnichannel QR tech. Watch for Q1 2026 launches in Hyderabad and Bengaluru redefining D2C success through authentic, “Wear the Change” branding.
The Centre is weighing the option of revoking X’s safe harbour status in India after its AI chatbot Grok was allegedly misused to generate and circulate obscene and sexually explicit content, including material seemingly involving minors. The IT Ministry has already issued a notice to X, directing the platform to remove unlawful content, fix Grok’s safeguards, act against violators, and submit a detailed compliance report within a tight deadline. If the government finds X’s response inadequate, it could argue that the platform has failed to meet due‑diligence standards under Indian law, opening the door to harsher action.
Under Section 79 of the IT Act, safe harbour protects intermediaries like X from being held directly liable for user‑generated content, provided they follow due‑diligence rules and promptly act on legal takedown orders. Revoking this protection would mean X and its officers could be exposed to criminal and civil liability for obscene, unlawful, or harmful content that remains on the platform, including AI‑generated images from Grok. This prospect significantly raises X’s compliance risk in India and could force tighter moderation, stricter AI controls, and more aggressive removal of flagged posts.
The Grok episode also spotlights the regulatory grey zone around generative AI, where tools can create harmful content at scale even without traditional user uploads. Policymakers are increasingly questioning whether AI outputs should still enjoy the same intermediary protections as conventional user posts, especially when they involve women and children. How the government ultimately proceeds against X over Grok misuse could set a precedent for AI accountability, platform responsibility, and safe harbour interpretation in India’s fast‑evolving digital ecosystem.
Home services startup Pronto is in advanced talks to raise about $25 million at a near-$100 million valuation, underscoring strong investor confidence in India’s fast-growing 10-minute home services market. This potential round would be the company’s third major funding milestone after its $2 million seed and $11 million Series A in 2025, backed by marquee investors such as General Catalyst, Glade Brook Capital, Bain Capital and new participant Epiq Capital. The fresh capital is expected to further strengthen Pronto’s positioning as a leading tech-led household help platform for urban consumers.
Pronto operates a 10-minute on-demand home-services platform that connects users with trained, background-verified workers for everyday tasks like sweeping, mopping, utensil cleaning, laundry and basic cooking. Using a hub-and-spoke, shift-based model, the startup stations workers at hyperlocal hubs, enabling sub-10-minute fulfilment and more predictable earnings compared to the informal domestic-help market. Founded in 2024 by Anjali Sardana and based in Delhi NCR, Pronto has already expanded from Gurugram into major cities such as New Delhi, Mumbai, Bengaluru and Pune, and is handling around 6,000 daily bookings with nearly 1,300 active professionals as of December 2025.
The upcoming $25 million fundraise is expected to be used to enter more metros, deepen presence in existing neighbourhoods with additional hubs and upgrade Pronto’s technology for smarter routing, shift planning and real-time operations. A significant portion of the capital will also go into training, retention and benefits for its workforce to maintain consistent service quality at scale, especially as competition heats up from rivals like Snabbit and Urban Company in the rapid home services space. This near-$100 million valuation not only validates Pronto’s model but also highlights a broader shift toward organised, tech-driven domestic-help solutions in India’s largely informal home-services market.
Dazzl Raises $3.2M Seed Funding Led by OYO’s Ritesh Agarwal for AI Skincare Expansion
D2C Brand Neeman’s Raises $4 Million for Tier 2/3 Store Expansion & Eco-Friendly Shoes
Paytm Grants ₹16.7 Crore ESOPs To Employees Under 2019 Stock Option Plan
Dazzl Raises $3.2M Seed Funding Led by OYO’s Ritesh Agarwal for AI Skincare Expansion
D2C Brand Neeman’s Raises $4 Million for Tier 2/3 Store Expansion & Eco-Friendly Shoes
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