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A New Era of Luxury Dining in Formula 1

The world of Formula 1 is about to experience a significant transformation as the Mercedes-AMG PETRONAS F1 Team joins forces with Zuma, the internationally renowned restaurant brand. This multi-year collaboration signals a revolutionary approach to luxury hospitality by providing a unique blend of performance, culture, and dining excellence, effectively mingling the realms of elite sport and refined gastronomy.

The Significance of the Union

Officially announced on January 23, 2026, this partnership stands out as the first instance where a globally recognized restaurant brand has actively engaged with an F1 team. Zuma will take its place as the official "Lifestyle Dining Curator" for the Mercedes-AMG PETRONAS F1 Team, distinguishing its role in the luxury hospitality sector. Not only does this collaboration pave the way for new dining experiences, but it also positions both brands at the leading edge of their industries, where high performance meets culinary art.

Sven Koch, CEO of Azumi Ltd., the parent company of Zuma, reflects on this harmonious partnership, stating, "F1 represents the pinnacle of performance, precision, and global relevance—values that resonate deeply with the essence of the Zuma brand." This initiative aims not merely to elevate the dining experience but to recontextualize how guests perceive luxury hospitality at the racetrack and beyond.

Celebrating a Milestone

This partnership is particularly special as it coincides with Zuma's 25th anniversary, marking a quarter-century of culinary excellence. Throughout 2027, the collaboration will showcase Zuma's positioning as a cultural curator, extending its reach far beyond traditional dining. The alignment with F1 provides an exhilarating platform to celebrate this important milestone while connecting with global audiences.

Zuma plans to activate its presence at several prestigious Grand Prix events such as Monaco, Silverstone, Madrid, and Abu Dhabi, with exclusive experiences designed to immerse attendees in Zuma's culinary offerings. Moreover, notable venues like the Mercedes-AMG PETRONAS F1 Team Miami Club and Las Vegas Club will include shared experiences between the team and Zuma. The collaboration promises to elevate numerous cultural events worldwide, showcasing the fusion of fine dining with the adrenaline of Formula 1.

Innovative Hospitality

Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, emphasized the shared commitment to excellence. He expressed excitement about working with a reputable name like Zuma to enhance the hospitality experience for guests and fans alike: "This collaboration enables us to elevate our world-leading hospitality offerings even further… I’m excited to see how this collaboration enhances the way our guests engage with the team this season and in the years ahead." His comments underline the intricate details involved not just in racing but also in creating memorable experiences off the track, encapsulating the spirit of the sport through luxury dining.

With Rich Sanders, the Chief Commercial Officer, sharing similar sentiments, he noted how integrating Zuma into the Mercedes-AMG ecosystem fortifies their mission to deliver unparalleled hospitality. This integration marks a new chapter for both brands while offering innovative ways for fans to connect with their favorite team.

A Vision for the Future

The Zuma and Mercedes-AMG PETRONAS F1 Team partnership blends culinary mastery with the fast-paced world of motorsport, thus establishing a new standard for luxury experiences in the industry. This collaboration exemplifies a union between two distinct worlds—where high performance meets sophisticated dining—reshaping what hospitality means in this prestigious sport.

As more details about the partnership emerge, the racing world and food enthusiasts alike look forward to how this collaboration will unfold. This partnership aims to evolve the narrative surrounding Formula 1 by infusing it with cultural richness and culinary excellence, setting a benchmark for future collaborations in the realm of sports and hospitality.

For those who seek to relish both exceptional culinary experiences and the thrill of Formula 1, this collaboration is certainly one to watch in the years to come.

About Zuma

Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has established a significant presence worldwide with over 25 locations. Its contemporary Japanese dining experience continues to gain acclaim, with innovative pop-up locations in some of the world's most sought-after venues worldwide, complementing its permanent setups. As this partnership thrives, Zuma's legacy of excellence will grow, engaging audiences in an immersive cultural celebration.

For additional information about the Mercedes-AMG PETRONAS F1 Team, visit their official website.