Mercedes-AMG PETRONAS F1 Team and Zuma Create a New Era in Luxury Hospitality

Redefining Luxury Hospitality: The New Partnership of Mercedes-AMG PETRONAS F1 Team and Zuma

In a groundbreaking move, Azumi Ltd., the internationally acclaimed restaurant group known for its high-end dining experiences like Zuma, ROKA, and Oblix, has announced a collaboration agreement with the renowned Mercedes-AMG PETRONAS Formula One Team. This partnership marks a significant moment as it represents the first time a global dining brand has teamed up with an F1 team, creating a unique synergy between elite sport, culture, and exquisite hospitality.

A Celebration of Excellence

The agreement, finalized on January 23, 2026, sees Zuma becoming the exclusive and official Lifestyle Dining Curator for the Mercedes-AMG PETRONAS F1 Team. The partnership is timely, coinciding with Zuma's 25th anniversary which will be celebrated throughout 2027. As the F1 season unfolds, Zuma's presence will be prominent at various Grand Prix locations, including the iconic circuits in Monaco, Silverstone, Madrid, and Abu Dhabi, among others.

As Sven Koch, CEO of Azumi Ltd., stated, "F1 represents the pinnacle of performance, precision, and global relevance—values that resonate deeply with the Zuma brand." This partnership not only elevates Zuma's presence in the world of elite sports but also showcases dining as an experiential and cultural journey.

A New Dimension to F1 Experiences

The collaboration goes beyond traditional dining arrangements. It includes participation in key F1 events and a presence in the prestigious Mercedes-AMG PETRONAS F1 Team Miami and Las Vegas Clubs. Moreover, co-hosted events will infuse the cultural calendar with extraordinary dining experiences, redefining how fans and guests engage with the team.

Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, expressed his enthusiasm for the partnership, noting the meticulous attention to detail that both brands share. He emphasized that collaborating with a global leader like Zuma allows the team to enhance its hospitality offerings significantly. The focus is not just on what happens on the track but extends to creating memorable experiences off of it as well, setting a new standard for hospitality in the racing world.

Crafting Connections Through Cuisine

Rich Sanders, the Chief Commercial Officer of Mercedes-AMG PETRONAS F1 Team, remarked on the alignment of Zuma's global reputation in curating exceptional dining experiences with the team's ambition to deliver world-class hospitality. This integration presents a fresh dimension to how the team connects with fans and guests, promising to enrich the overall F1 experience.

Zuma, known for its contemporary Japanese cuisine, was founded in 2002 by Arjun Waney and Rainer Becker. The brand currently operates over 25 locations worldwide, attracting diners with its unique take on traditional Japanese delicacies. As the partnership progresses, it aims to weave together the intricate worlds of luxury dining and high-octane motorsport, showcasing what it means to experience excellence.

Looking Ahead

With details of the collaboration yet to unfold, this alliance is poised to set new benchmarks for what luxury hospitality in sports can achieve. Zuma's commitment to transforming dining into a cultural experience directly aligns with the values of the Mercedes-AMG PETRONAS F1 Team, where performance and precision take center stage. The world will be watching as this partnership emerges, potentially reshaping both industries in the process.

For those eager to learn more about the exciting developments arising from this partnership, further announcements will be made soon, ushering in a remarkable chapter for both brands in their quest for excellence and innovation.

About Zuma and Azumi Ltd.

Zuma, originally launched in London, has expanded its footprint to major cities such as New York, Dubai, and Hong Kong. Each location promises a unique experience that fuses contemporary dining with cultural insights. Azumi Ltd. continues to innovate within the culinary landscape, steering forward into new ventures while celebrating its heritage.

For more information about Zuma, visit www.azumirestaurants.com and for the Mercedes-AMG PETRONAS Formula One Team, visit www.mercedesamgf1.com.