As Formula 1 continues to expand its presence across industries, a new agreement marks another step into the hospitality scene. Contemporary Japanese restaurant brand Zuma has formalised a multi-year collaboration with Mercedes-AMG Petronas F1 Team, bringing together hospitality and elite motorsport under a structured agreement. Announced in Brackley on 23 January 2025, the partnership establishes Zuma as the team’s exclusive Lifestyle and Dining Curator, with responsibility for contributing dining-led experiences across selected Formula One race weekends and private hospitality settings.
Under the terms of the agreement, the Zuma F1 partnership will operate across both temporary and permanent environments linked to the team’s global calendar. Planned activations include selected Grand Prix locations as well as the Mercedes-AMG Petronas F1 Team’s Miami Club and Las Vegas Club, which host partners and guests throughout the season. The collaboration is positioned within the team’s broader hospitality and commercial operations, with further details on locations and formats expected to be confirmed at a later stage.
A first-of-its-kind collaboration in Formula One
View this post on Instagram
According to the announcement, the Zuma F1 partnership represents the first instance of a global lifestyle restaurant brand entering into a direct collaboration with a Formula One team. The agreement brings together Zuma and the Mercedes-AMG Petronas F1 Team under a framework that integrates dining concepts into race calendar activations and private hospitality environments.
Global activations across the Formula One calendar
As outlined in the announcement, the partnership will be activated across several Formula One locations, including Monaco, Silverstone, Madrid, and Abu Dhabi, with additional destinations expected to be confirmed. These activations are scheduled to align with key race weekends and moments on the wider cultural calendar.
The collaboration also extends to permanent hospitality settings, notably the Mercedes-AMG Petronas F1 Team’s Miami Club and Las Vegas Club. These venues are designed to host partners and guests during race events and other international engagements, with Zuma contributing curated dining experiences within these environments.
Context within Zuma’s global expansion
View this post on Instagram
Founded in 2002 by Rainer Becker and Arjun Waney, Zuma now operates more than 25 permanent locations worldwide, alongside a portfolio of seasonal and pop-up venues. The timing of the partnership coincides with the brand’s 25th anniversary, which will be marked through 2027.
The collaboration sits alongside Zuma’s continued international growth, which has included recent openings in Cannes and Riyadh, as well as long-standing presences in cities such as London, Dubai, Hong Kong, and New York. Within this context, the partnership adds a sporting dimension to the brand’s existing hospitality footprint rather than introducing a standalone restaurant concept.
What comes next
Further details on the Zuma and Mercedes AMG Petronas F1 partnership are expected to be announced at a later stage, including confirmation of additional race locations and event formats. For now, the collaboration establishes a structured relationship between two globally recognised brands operating in distinct sectors, connected through a shared focus on international audiences and curated experiences.
Quick Summary – Zuma F1 partnership
- 🏎 Partnership type: Multi-year collaboration agreement
- 🍽 Brand involved: Zuma, part of Azumi Ltd.
- 📍 Activations planned: Monaco, Silverstone, Madrid, Abu Dhabi
- 🏟 Hospitality venues: Miami Club and Las Vegas Club
- 👥 Scope: Dining, lifestyle, and curated guest experiences
