Mercedes-AMG PETRONAS F1 Team Forms Exciting Partnership with Zuma for Enhanced Experience

A Game-Changing Alliance: Mercedes-AMG PETRONAS F1 Team and Zuma

In an unprecedented move that bridges the worlds of luxury dining and high-octane sports, the Mercedes-AMG PETRONAS Formula One Team has entered into a multi-year partnership with global restaurant brand Zuma. This collaboration marks a landmark moment as it signifies the first instance of a lifestyle restaurant brand aligning with a Formula 1 team, creating a unique intersection of hospitality, culture, and elite sport.

The Relationship Unveiled

The partnership was officially announced on January 23, 2026, as Azumi Ltd., the parent company of Zuma, ROKA, and Oblix, expressed its excitement over this strategic alliance. As the exclusive and official lifestyle dining curator for the Mercedes-AMG PETRONAS F1 Team, Zuma will play an instrumental role in enhancing the overall experience for fans and guests alike.

Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has established itself as a leader in contemporary Japanese dining, boasting over 25 locations globally. This partnership is particularly noteworthy as it coincides with the brand's 25th anniversary, scheduled for 2027, a milestone that will be celebrated with a series of events designed to position Zuma not just as a restaurant, but as a cultural curator that creates experiences extending far beyond the racetrack.

A Year-Round Engagement

As part of the agreement, Zuma will have a presence at key Formula 1 events, including prestigious Grand Prix races in Monaco, Silverstone, Madrid, and Abu Dhabi, among others yet to be confirmed. Moreover, this partnership will encompass luxurious environments such as the Mercedes-AMG PETRONAS F1 Team Miami Club and the Las Vegas Club, while also engaging in joint events with the team during significant moments on the global culture calendar.

Sven Koch, CEO of Azumi Ltd., highlighted the significance of this partnership, stating, "Formula 1 represents the pinnacle of performance, precision, and global relevance—qualities that resonate deeply with the Zuma brand. This collaboration is not just a milestone for us but also a groundbreaking moment for the entire hospitality industry. With our philosophy revolving around cultural experiences tied to culinary artistry, becoming the official Lifestyle Dining Curator for the Mercedes F1 Team allows us to bring our vision to the world's premier sports platform."

Toto Wolff, the Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, echoed these sentiments. He noted the team's commitment to excellence not just on the racetrack but also at every touchpoint off the track. Partnering with Zuma, a recognized leader in the lifestyle and dining sector, will further enhance the team's global culinary offerings and unlock the full potential of their venues worldwide.

Rich Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, added, "We are delighted to welcome Zuma into the Mercedes-AMG PETRONAS F1 Team ecosystem. Their global reputation for exceptional dining experiences aligns perfectly with our goal of providing star-quality hospitality to our partners, guests, and fans alike. This integration into our program will enhance our international presence and deepen the relationships between our team and its supporters."

Conclusion

This collaboration reinforces a shared ethos of precision, performance, craftsmanship, and global influence between Zuma and the Mercedes-AMG PETRONAS F1 Team. As both brands operate at the highest levels within their respective spheres, the partnership is set to redefine the integration of luxury dining with modern sports and culture.

More details surrounding this partnership will be revealed soon. For further information about Zuma and its offerings, visit www.azumirestaurants.com. To learn more about the Mercedes-AMG PETRONAS F1 Team, head to www.mercedesamgf1.com.