Pasta bars on the tracks: Barilla to become a partner of Formula 1 – Bild

Italian food giant Barilla breaks into Formula 1. The world’s largest pasta producer will become the “official pasta partner” of motor racing and will be represented not only by advertising on all tracks, but also will open pasta bars in VIP areas and spectator areas, UNN reports with reference to Bild.

DetailsAccording to the company’s vice president Paolo Barilla, who himself participated in Formula 1 in the past, the agreement will be officially announced in the near future.

Formula 1 is an exciting sport that combines passion and advanced technology. It has a huge attractive force, and the number of fans in the world is constantly growing. When negotiations for a partnership began, I was immediately thrilled

According to insiders of the publication, the agreement will cost Barilla a three-digit number of millions of euros per year.

“This can be a profitable investment. Previously, athletes successfully promoted the brand. For example, tennis player Steffi Graf in the 1990s made Barilla a well-known brand in Germany, and her commercials (“This is farfalle, a butterfly…”) are still considered cult classics,” the article says.

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