Mercedes-AMG PETRONAS F1 Team and Zuma Forge Unique Collaboration in Hospitality
In a groundbreaking collaboration, Azumi Ltd. has announced an exciting multi-year partnership between the celebrated Zuma restaurant brand and the prestigious Mercedes-AMG PETRONAS Formula One Team. This alliance not only makes Zuma the team's exclusive lifestyle dining curator but also marks a significant moment where hospitality meets the high-octane world of Formula One racing.
Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has become synonymous with contemporary Japanese dining and luxury. With over 25 locations worldwide, the brand has built a reputation for offering exceptional culinary experiences. This partnership represents the first instance of a global restaurant brand aligning itself directly with an F1 team, bringing together the realms of elite sport, culture, and high-end hospitality.
The collaboration will be launched in celebration of Zuma's upcoming 25th anniversary in 2027 and aims to position the brand as a cultural curator within the automotive industry. Events throughout the F1 season will see Zuma and its select Azumi group restaurants participating in memorable experiences at various Grand Prix locations, including iconic venues in Monaco, Silverstone, Madrid, and Abu Dhabi. Additional activities are also being planned at the team’s luxury clubs in Miami and Las Vegas.
Sven Koch, CEO of Azumi Ltd., expressed his excitement about the partnership, emphasizing how the core values of F1—performance and precision—resonate with Zuma's brand ethos. He elaborated, 'This partnership marks a defining moment not only for Zuma but for the hospitality industry as a whole. We are moving beyond traditional dining towards a true cultural curation that will shape how people engage with and celebrate excellence at the highest levels.' This narrative aligns perfectly with Zuma’s core philosophy that dining transcends mere eating; it is about curating experiences that are cultural and emotional.
Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, echoed these sentiments, stating that this collaboration allows the team to elevate its hospitality offerings. Wolff noted, 'We take pride in our attention to detail and aspire to deliver the best not only on track but in every touchpoint of our interaction with fans and partners. Working alongside Zuma enhances how our guests connect with our team and experience the excitement of F1 racing.'
Rich Sanders, Chief Commercial Officer of the F1 team, voiced his enthusiasm for integrating Zuma into the team's ecosystem, emphasizing that their global reputation for crafting exceptional lifestyle experiences aligns seamlessly with the team's goals. 'This collaboration brings a fresh dimension to how our fans and partners interact with our brand and its ambassadors,' he stated, further highlighting the potential for joint creative initiatives.
The inherent synergy between these two brands revolves around the shared values of craftsmanship, precision, and global influence, creating a new narrative for how luxury hospitality can intertwine with modern sports and culture.
Zuma has a rich history of opening locations in sought-after cities such as Hong Kong, Dubai, Istanbul, Miami, and many others across five continents. The brand’s upcoming integration into the F1 world not only defines a new chapter for Zuma but also signifies a shift in how high-end dining can enhance the experience of elite sports.
Further details surrounding this groundbreaking partnership will be unveiled soon, and both the Mercedes-AMG PETRONAS F1 Team and Zuma look forward to setting new standards in hospitality, elevating the experience for fans and diners alike. As they embark on this journey together, they aim to redefine what it means to enjoy a meal amidst the thrilling spectacle of high-performance racing.
Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has become synonymous with contemporary Japanese dining and luxury. With over 25 locations worldwide, the brand has built a reputation for offering exceptional culinary experiences. This partnership represents the first instance of a global restaurant brand aligning itself directly with an F1 team, bringing together the realms of elite sport, culture, and high-end hospitality.
The collaboration will be launched in celebration of Zuma's upcoming 25th anniversary in 2027 and aims to position the brand as a cultural curator within the automotive industry. Events throughout the F1 season will see Zuma and its select Azumi group restaurants participating in memorable experiences at various Grand Prix locations, including iconic venues in Monaco, Silverstone, Madrid, and Abu Dhabi. Additional activities are also being planned at the team’s luxury clubs in Miami and Las Vegas.
Sven Koch, CEO of Azumi Ltd., expressed his excitement about the partnership, emphasizing how the core values of F1—performance and precision—resonate with Zuma's brand ethos. He elaborated, 'This partnership marks a defining moment not only for Zuma but for the hospitality industry as a whole. We are moving beyond traditional dining towards a true cultural curation that will shape how people engage with and celebrate excellence at the highest levels.' This narrative aligns perfectly with Zuma’s core philosophy that dining transcends mere eating; it is about curating experiences that are cultural and emotional.
Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, echoed these sentiments, stating that this collaboration allows the team to elevate its hospitality offerings. Wolff noted, 'We take pride in our attention to detail and aspire to deliver the best not only on track but in every touchpoint of our interaction with fans and partners. Working alongside Zuma enhances how our guests connect with our team and experience the excitement of F1 racing.'
Rich Sanders, Chief Commercial Officer of the F1 team, voiced his enthusiasm for integrating Zuma into the team's ecosystem, emphasizing that their global reputation for crafting exceptional lifestyle experiences aligns seamlessly with the team's goals. 'This collaboration brings a fresh dimension to how our fans and partners interact with our brand and its ambassadors,' he stated, further highlighting the potential for joint creative initiatives.
The inherent synergy between these two brands revolves around the shared values of craftsmanship, precision, and global influence, creating a new narrative for how luxury hospitality can intertwine with modern sports and culture.
Zuma has a rich history of opening locations in sought-after cities such as Hong Kong, Dubai, Istanbul, Miami, and many others across five continents. The brand’s upcoming integration into the F1 world not only defines a new chapter for Zuma but also signifies a shift in how high-end dining can enhance the experience of elite sports.
Further details surrounding this groundbreaking partnership will be unveiled soon, and both the Mercedes-AMG PETRONAS F1 Team and Zuma look forward to setting new standards in hospitality, elevating the experience for fans and diners alike. As they embark on this journey together, they aim to redefine what it means to enjoy a meal amidst the thrilling spectacle of high-performance racing.
Topics Entertainment & Media）
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