In a new multi-year global partnership announced on 4 September 2025, Barilla joins Formula 1 as its Official Pasta Partner.
Barilla’s campaign reaches back to the sport’s early, oil-under-the-fingernails days, when hospitality meant a cold sandwich balanced on a gearbox. “Pasticcino” (real name Luigi Montanini) was a Modena-born pastry chef who improvised a kitchen from two burners, a few pots and a box of Barilla pasta. He fed mechanics and legends off car bonnets and folding tables, turning hunger into fellowship and starting an unlikely tradition.
That spirit anchors Barilla’s new global platform, Taste Like Family. “As a longtime fan of the Singapore Grand Prix, I am thrilled to be driving this partnership in Singapore and to celebrate the moments that matter. At Barilla, we believe that sharing a meal has the power to turn strangers into family, and through this partnership, we hope to forge these meaningful connections,” says Melissa Chin, Head of Categories and Marketing, Barilla South & South East Asia.
Formula 1® understands excellence as a sum of details. Barilla’s kitchen runs on the same fuel: careful sourcing, authentic flavours, and relentless refinement from office to production line.
“A lightning-fast F1 car and a delicious plate of pasta: what do they have in common?” asks Paolo Barilla, Vice President of Barilla Group and former F1 driver. “Behind both 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.”
“We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together,” notes Stefano Domenicali, Formula 1® President & CEO.
Closer to home, the Singapore Grand Prix runs 3–5 October 2025, and Barilla is marking the occasion with a playful nod to pit-lane timing: from now until 21 September 2025, the first 50 consumers weekly stand a chance to redeem an F1-inspired kitchen timer with a minimum $8 purchase of any Barilla Pasta and Barilla Sauces at NTUC FairPrice and Cold Storage (T&Cs apply).
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