In a move that reshapes the relationship between global sport and luxury hospitality, the Mercedes-AMG PETRONAS Formula One Team has entered into a multi-year partnership with Zuma, the internationally renowned contemporary Japanese dining brand operated by Azumi Ltd. This agreement marks a first for Formula 1, as a lifestyle-focused restaurant group formally integrates with an F1 team at a global level.
Under the collaboration, Zuma has been appointed as the team’s Official Lifestyle & Dining Curator, a role that extends well beyond traditional sponsorship and into experience design, cultural programming, and premium hospitality.
Zuma and Azumi Ltd.: A Global Hospitality Powerhouse
Established in 2002 by restaurateur Rainer Becker alongside Arjun Waney, Zuma has grown into one of the most recognisable modern Japanese restaurant brands worldwide, operating in more than 25 international locations. Azumi Ltd., the parent company, also oversees acclaimed dining concepts such as ROKA and Oblix, all known for combining refined cuisine with immersive social environments.
As Zuma approaches its 25th anniversary in 2027, the partnership with Mercedes-AMG PETRONAS F1 Team positions the brand at the intersection of sport, culture, and global lifestyle, an evolution that reflects changing consumer expectations around luxury experiences.
Activations Across the Global Formula 1 Calendar
The collaboration is set to come alive at key Formula 1 destinations around the world. Planned activations include race weekends and hospitality experiences at major Grand Prix events such as Monaco, Silverstone, Madrid, and Abu Dhabi, with additional locations expected to be announced in the future.
Beyond the racetrack, Zuma will also be integrated into the Mercedes-AMG PETRONAS F1 Team’s exclusive hospitality venues, including the Miami Club and Las Vegas Club. These spaces will host curated dining experiences, private events, and cultural gatherings designed to elevate guest engagement throughout the season.
Shared Values of Precision, Performance, and Craftsmanship
Leadership from both organisations has highlighted the natural alignment between high-performance motorsport and refined hospitality. According to Azumi Ltd., Formula 1 represents excellence, discipline, and global influence principles that closely mirror Zuma’s own philosophy.
The partnership aims to go beyond food service, positioning dining as an emotional and cultural experience that complements the innovation and precision seen in elite racing. By blending culinary craftsmanship with the intensity of Formula 1, both brands seek to set new benchmarks in premium sports hospitality.
Mercedes-AMG PETRONAS F1 Team Expands Its Hospitality Vision
From the perspective of the Mercedes-AMG PETRONAS F1 Team, the collaboration reflects a broader ambition to enhance every interaction associated with the team, both on and off the circuit. Team leadership has emphasised that attention to detail, quality, and guest experience are just as critical as performance on race day.
By partnering with a globally respected dining brand, the team aims to unlock new possibilities within its international hospitality programme, offering partners, guests, and fans a more immersive and memorable connection to the sport.
A Broader Shift in Modern Sports Partnerships
This alliance signals a wider trend in global sport, where partnerships are increasingly focused on lifestyle, culture, and experiential value rather than traditional branding alone. The integration of Zuma into Formula 1 reflects how premium sports organisations are redefining fan and guest engagement through curated environments and high-end experiences.
With further details of the agreement expected to be revealed soon, the collaboration is widely viewed as a blueprint for how luxury hospitality and elite sport can intersect in the modern era.
Looking Ahead
As Formula 1 continues to expand its global footprint and cultural relevance, partnerships like this underline the sport’s evolution into a broader lifestyle platform. For Zuma and the Mercedes-AMG PETRONAS F1 Team, the collaboration represents not just a business agreement, but a shared vision of excellence, innovation, and global influence.
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