Barilla Becomes F1’s First Pasta Partner with Global Trackside Presence

with this weekend’s Bahrain Grand Prix. The Italy-based brand will also launch digital campaigns, consumer promotions, and trackside signage at most F1 races.

This partnership has personal significance: Barilla VP Paolo Barilla is a former F1 driver himself, having competed in 15 races between 1989–1990.

“A lightning-fast F1 car and a delicious plate of pasta may seem worlds apart, but both are powered by passion, precision, and performance,” said Paolo.

2016 F1 World Champion Nico Rosberg is joining the partnership as a brand ambassador.

Barilla’s presence in sports isn’t new—it has previously sponsored tennis stars including Coco Gauff.