Mercedes F1 lands major lifestyle partnership on multi-year contract

Mercedes has announced another new partnership ahead of the 2026 Formula 1 season, with internationally acclaimed restaurant group Azumi Ltd.

Azumi has partnered with the Brackley outfit on a multi-year contract through its Zuma brand. 

As part of its new role as Mercedes' official lifestyle and dining curator, Zuma will be part of the team's activations, as well as some of the other brands under Azumi Ltd., such as ROKA and Oblix. The team has already confirmed that these activations will be at the Monaco, British, Spanish (Madrid) and Abu Dhabi grands prix.

Mercedes team chief and CEO Toto Wolff commented: "As a team, we pride ourselves on our attention to detail and focus on delivering the very best we can in every aspect of what we do.

"That applies not only to everything we do on track but to all touchpoints off track too. Working with Zuma, a globally recognised leader in lifestyle and dining, enables us to elevate our world-leading hospitality offering even further and unlock the full potential of our spaces around the world.

"I’m excited to see how this collaboration enhances the way our guests engage with the team this season and in the years ahead."

Sven Koch, CEO of Azumi Ltd. added: "F1 represents the pinnacle of performance, precision, and global relevance - values that sit at the very heart of the Zuma brand.

"Our multi-year partnership with the Mercedes-AMG PETRONAS F1 Team marks a defining moment not only for Zuma, but for the hospitality industry as a whole. This collaboration moves us beyond traditional dining and into true cultural curation, shaping how people connect, celebrate, and experience excellence at the highest level.

"As we approach our 25th anniversary, this partnership sets the tone for the next chapter of our global journey. At Zuma, we have always believed that dining is cultural, emotional, and experiential - and becoming Mercedes F1 Team's official ‘Lifestyle & Dining Curator’ allows us to bring that philosophy to the world’s most elite sporting stage."