Mercedes-AMG PETRONAS F1 Team Forms Collaborative Partnership with Zuma

Mercedes-AMG PETRONAS F1 Team and Zuma: A Groundbreaking Partnership

On January 23, 2026, the Mercedes-AMG PETRONAS Formula One Team announced an exciting multi-year collaboration with Azumi Ltd., the culinary group renowned for its celebrated dining establishments such as Zuma, ROKA, and Oblix. This partnership marks a significant milestone—the first of its kind where a global lifestyle restaurant brand directly aligns with a top-tier Formula One team, blending the realms of hospitality, culture, and elite sports.

Redefining Luxury Hospitality

In this arrangement, Zuma has been designated as the exclusive lifestyle and culinary curator for the Mercedes-AMG PETRONAS F1 Team. This collaboration signifies not merely a business partnership but a shared vision that intertwines performance with luxury dining experiences. Sven Koch, CEO of Azumi Ltd., commented on the partnership, noting how Formula One exemplifies the pinnacle of precision and global relevance—qualities central to the Zuma philosophy.

Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has expanded globally, establishing over 25 locations. As the brand approaches its 25th anniversary in 2027, this partnership is set to play a pivotal role in its celebrations, positioning Zuma as a cultural organizer and enriching experiences well beyond the racetrack.

Grand Events and Global Presence

The collaboration will see Zuma activating its offerings during the F1 calendar, making appearances at prestigious events such as the Monaco Grand Prix, Silverstone, Madrid, and Abu Dhabi, with additional locations yet to be announced. Moreover, the partnership extends to having a presence at the Mercedes-AMG PETRONAS F1 Team's Miami Club and Las Vegas Club, along with co-hosted events throughout various major cultural moments worldwide.

A New Chapter in Hospitality

Koch emphasized the historical significance of this collaboration, stating, "This partnership transports us beyond traditional dining into a realm of cultural curation, fundamentally transforming how people connect, celebrate, and experience excellence at the highest level. As we near our 25th birthday, this alliance sets the tone for the next chapter of our global journey."

Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, expressed his enthusiasm for the partnership as well. He highlighted that their meticulous attention to detail is a shared value with Zuma, which will enhance their world-leading hospitality offering.

Rich Sanders, the commercial director at the Mercedes-AMG PETRONAS F1 Team, welcomed Zuma into their ecosystem, emphasizing that their reputation for creating exceptional lifestyle experiences aligns perfectly with the team's ambition to deliver exceptional hospitality to partners, guests, and fans alike. This partnership opens new avenues for engaging and enriching visitors’ experiences with the F1 team, intertwining the art of gourmet dining with the exhilarating world of motorsport.

Shared Values and Future Endeavors

Central to this collaboration are shared values of precision, performance, craftsmanship, and global influence. Both Zuma and the Mercedes-AMG PETRONAS F1 Team operate at the top of their respective fields, and together, they aspire to set a new standard for luxury hospitality in modern sports and culture.

As they prepare to unveil further details surrounding this exciting partnership, both entities look forward to redefining what luxury looks like in Formula One—a merging of world-class cuisine and high-octane racing, fundamentally shaping experiences in the sporting world.