F1 serves up tasty new deal with surprise partner

F1 has announced it has struck a deal with Barilla Pasta, the world's biggest pasta producer, which comes on board as part of a multi-year relationship.

The brand will have a "strong presence both on and off the track", according to the championship.

In addition to trackside advertising and digital activations, there will be pasta bars situated throughout F1 paddocks and in the Paddock Club.

"We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage," said F1 CEO Stefano Domenicali.

"Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.

"We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1."

Barilla sponsored AS Roma football club from between 1981 and 1993, so will already be familiar to some sports fans.

Paolo Barilla, vice president of Barilla Group and former F1 driver said: "A lightning-fast F1 car and a delicious plate of pasta: what do they have in common? At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving. 

"Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta."

Barilla raced for Minardi in F1 across 1989 and 1990, entering 15 events and making nine starts.

Ilaria Lodigiani, Barilla chief category and marketing officer added: "We look forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal.

"This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family.

"At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine."