Mercedes Announces Multi-Year Partnership with Azumi’s Zuma Brand

Mercedes has announced a multi-year partnership with internationally acclaimed restaurant group Azumi Ltd, appointing its Zuma brand as the team's official lifestyle and dining curator. This collaboration will see Azumi’s portfolio, including ROKA and Oblix, integrated into Mercedes' activations at key races such as Monaco, the British, Spanish, and Abu Dhabi Grands Prix.

Why it matters:

In the high-stakes world of Formula 1, the off-track experience is just as critical as on-track performance for maintaining commercial dominance. By aligning with a globally recognized leader in luxury dining, Mercedes aims to elevate its hospitality offering, ensuring that every touchpoint reflects the team's pursuit of excellence and attention to detail.

The details:

• Strategic Partnership: The deal covers the 2026 season onwards, positioning Zuma and its sister brands to curate high-end dining experiences for the team's guests and partners.
• Key Locations: The activations will focus on high-profile events including the Monaco Grand Prix, the British Grand Prix at Silverstone, the new Spanish Grand Prix in Madrid, and the season finale in Abu Dhabi.
• Leadership Perspective: Team Principal Toto Wolff emphasized that the partnership aligns with the team's ethos of delivering the "very best" in every aspect, aiming to unlock the full potential of their spaces around the world.
• Cultural Alignment: Sven Koch, CEO of Azumi Ltd, highlighted that F1’s values of performance and precision mirror Zuma’s brand identity, moving beyond traditional dining into "true cultural curation."

Looking Ahead:

As Zuma approaches its 25th anniversary, this partnership signals a new chapter for both brands. With the 2026 regulations on the horizon, Mercedes is clearly looking to bolster its commercial and lifestyle appeal alongside its technical preparations for the next era of the sport.