Mercedes F1 lands main way of life partnership on multi-year contract

Mercedes has introduced one other new partnership forward of the 2026 Formula 1 season, with internationally acclaimed restaurant group Azumi Ltd.

Azumi has partnered with the Brackley outfit on a multi-year contract by means of its Zuma model. 

As a part of its new function as Mercedes’ official way of life and eating curator, Zuma will likely be a part of the staff’s activations, in addition to among the different manufacturers below Azumi Ltd., equivalent to ROKA and Oblix. The staff has already confirmed that these activations will likely be on the Monaco, British, Spanish (Madrid) and Abu Dhabi grands prix.

Mercedes staff chief and CEO Toto Wolff commented: “As a staff, we delight ourselves on our consideration to element and give attention to delivering the perfect we will in each facet of what we do.

“That applies not solely to every part we do on observe however to all touchpoints off observe too. Working with Zuma, a globally recognised chief in way of life and eating, allows us to raise our world-leading hospitality providing even additional and unlock the complete potential of our areas around the globe.

“I’m excited to see how this collaboration enhances the way our guests engage with the team this season and in the years ahead.”

Sven Koch, CEO of Azumi Ltd. added: “F1 represents the top of efficiency, precision, and international relevance – values that sit on the very coronary heart of the Zuma model.

“Our multi-year partnership with the Mercedes-AMG PETRONAS F1 Team marks a defining second not just for Zuma, however for the hospitality business as an entire. This collaboration strikes us past conventional eating and into true cultural curation, shaping how individuals join, have fun, and expertise excellence on the highest stage.

“As we approach our 25th anniversary, this partnership sets the tone for the next chapter of our global journey. At Zuma, we have always believed that dining is cultural, emotional, and experiential – and becoming Mercedes F1 Team’s official ‘Lifestyle & Dining Curator’ allows us to bring that philosophy to the world’s most elite sporting stage.”

We need your opinion!

– The Motorsport.com Team