Luxury Dining Meets F1: Zuma Partners with Mercedes-AMG PETRONAS F1 Team

A Revolutionary Collaboration in Luxury Dining

The world of luxury dining is experiencing an exciting transformation. The Mercedes-AMG PETRONAS F1 Team has announced a groundbreaking partnership with Zuma, the internationally acclaimed restaurant brand owned by Azumi Ltd. This collaboration, announced from Brackley, England, marks the first time a major dining lifestyle brand has partnered directly with a Formula 1 team, setting the stage for a new era where hospitality meets elite sporting culture.

This multi-year agreement positions Zuma as the official Lifestyle Dining Curator for the Mercedes-AMG PETRONAS F1 Team. The role will see the restaurant curating unique dining experiences that extend beyond just food—creating a holistic lifestyle atmosphere for fans and guests at various F1 events.

Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has expanded into over 25 locations worldwide, including popular cities like Hong Kong, Dubai, and New York. The collaboration comes as Zuma approaches its 25th anniversary in 2027, providing a significant opportunity to align its brand with the precision and performance emblematic of Formula 1.

A New Era of Hospitality

The partnership was celebrated by key figures from both organizations. Sven Koch, CEO of Azumi Ltd., stated, “Formula 1 represents the pinnacle of performance, precision, and global relevance—values that resonate profoundly with the Zuma brand. This partnership is a decisive moment not only for Zuma but for the hospitality sector as a whole, allowing us to move beyond traditional dining and into a realm of genuine cultural curation.”

The collaboration will see Zuma involved in several high-profile events on the F1 calendar, with significant presence at iconic races such as the Monaco Grand Prix, Silverstone, and the Abu Dhabi Grand Prix, among others. With exclusive dining experiences set to enhance the spectator experience, Zuma aims to elevate how fans engage with the Mercedes-AMG PETRONAS F1 Team.

Bridging Cultures Through Gastronomy

Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, emphasized the attention to detail intrinsic to both F1 racing and luxury hospitality. “Working with Zuma allows us to enhance our hospitality offerings while leveraging their global reputation in gourmet dining to deepen our guests' connection with the team,” Wolff explained. This partnership is not limited to just F1 races; it will extend to exclusive hospitality clubs such as the Miami Club and Las Vegas Club as well.

Rich Sanders, Mercedes-AMG PETRONAS F1 team’s commercial director, highlighted the synergy between the two brands. “Welcoming Zuma into our ecosystem enhances the hospitality we can offer globally, bringing a new dimension to how people connect with our team,” he noted.

The Road Ahead

As this partnership unfolds, further details will emerge, illustrating how Zuma plans to blend its culinary expertise with the fast-paced world of Formula 1. By bridging the gap between luxury dining and elite sports, they look to create a new model for hospitality that redefines how both cultures can coalesce.

In conclusion, this collaboration not only enhances the F1 experience for fans but also signifies an evolution in luxury dining and sports entertainment. As both Zuma and Mercedes-AMG PETRONAS F1 Team gear up for an exhilarating period ahead, the true value of their alliance will await discovery in the coming seasons. With their commitment to excellence, they are set to inspire a thrilling new chapter in the realms of sports and cuisine.