Zuma and Mercedes-AMG PETRONAS F1 Team Announce Multi-Year Partnership
Luxury hospitality brand Zuma has entered a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team as the team’s official Lifestyle & Dining Curator. The collaboration will integrate Zuma’s culinary and lifestyle experiences into the Formula 1 circuit, enhancing hospitality offerings for guests and fans.
Partnership Details and Activation
Zuma,alongside selected brands under the Azumi Ltd umbrella,will have a presence at key Grands Prix including monaco,Silverstone,Madrid,and Abu Dhabi,with additional locations to be announced. The partnership extends to the Mercedes-AMG PETRONAS F1 Team Miami Club and Las vegas Club, and will include joint events coinciding with significant moments in the global cultural calendar.
Executive Perspectives
Sven Koch, CEO of Azumi Ltd, emphasized the synergy between the two brands, stating, “Formula 1 is the pinnacle of performance, precision and global relevance – values that lie at the core of the Zuma brand.Our multi-year partnership with the Mercedes-AMG PETRONAS F1 Team is a defining moment not only for Zuma, but for the entire hospitality industry. This collaboration goes beyond traditional gastronomy and results in true cultural curation that influences the way people connect, celebrate and experience excellence at the highest level.” He further noted the partnership coincides with Zuma’s 25th anniversary, marking a new chapter for the brand.
Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, highlighted the importance of attention to detail, saying, “As a team, we pride ourselves on our attention to detail and focus on doing the best in every aspect of our work.This applies not only to everything we do on the track, but also to all touchpoints off the track. Working with zuma, a globally recognized leader in lifestyle and hospitality, allows us to further enhance our world-leading hospitality offering and realize the full potential of our spaces around the world.I look forward to seeing how this collaboration improves the way our guests engage with the team this season and in the years to come.”
Rich Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, added, “We are delighted to welcome Zuma to the Mercedes AMG PETRONAS F1 Team ecosystem. Her global reputation for exceptional lifestyle and dining experiences fits perfectly with our commitment to providing world-class hospitality to our partners, guests and fans. Integration into our program strengthens the breadth of our offering internationally and brings a new dimension to the relationships between people and our team.”
Shared Values and Brand Alignment
The partnership is built on shared values of precision, performance, craftsmanship, and global influence. It aims to redefine the integration of luxury dining with modern sport and culture.
About Zuma
zuma was co-founded in 2002 by Rainer Becker and Arjun Waney. The original Zuma London remains a flagship location. The brand has expanded globally, with restaurants in Hong Kong (https://www.zumarestaurants.com/locations/hong-kong/),Dubai (https://www.zumarestaurants.com/locations/dubai/), Istanbul, Miami (https://www.zumarestaurants.com/locations/miami/), Bangkok, Abu Dhabi, New York, Rome, Las Vegas, Boston, Madrid, Maldives, Cannes and Riyadh.
In addition to permanent restaurants, Zuma operates pop-up and seasonal eateries in locations such as the Datca Peninsula (Marmaris), Bodrum, Phuket, Kitzbühel, Ibiza, Mykonos, Porto Cervo and Capri.
More information about the Mercedes-AMG PETRONAS Formula One Team is available at: https://www.mercedesamgf1.com
Keep reading