In a world where milliseconds decide victories and atmosphere defines memory, two global powerhouses have come together to reshape the language of luxury. The Mercedes-AMG PETRONAS F1 Team has announced a multi-year collaboration with Zuma, the contemporary Japanese dining institution that has become synonymous with glamour and cultural relevance.
More than a partnership, it is a statement of intent: a new model of hospitality that moves beyond sponsorship and into the realm of curated experience. Under the agreement, Zuma becomes the team’s exclusive Lifestyle & Dining Curator—an unprecedented role that positions the restaurant brand not merely as a supplier of culinary excellence, but as an architect of moments.
In Formula One, performance is everything. In luxury hospitality, feeling is everything. This collaboration brings the two together.
Few brands understand the poetry of precision as intimately as Mercedes-AMG PETRONAS and Zuma. On the track, the former pursues perfection through engineering, strategy and relentless attention to detail. In dining rooms from London to Dubai, the latter has built an empire on discipline, craftsmanship and an intuitive understanding of modern taste.
For Sven Koch, CEO of Azumi Ltd., the group behind Zuma, the alignment feels inevitable. “F1 represents the pinnacle of performance and global relevance,” he has said, describing the partnership as a defining moment not only for the brand but for the hospitality industry itself. “Dining has always been cultural, emotional and experiential. This collaboration allows us to bring that philosophy to the world’s most elite sporting stage.”
Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, echoes the sentiment with characteristic precision. “Our attention to detail extends far beyond the racetrack,” he explains. “Working with Zuma enables us to elevate our hospitality offering and reimagine how guests engage with the team.”
Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has grown from its London flagship into a global phenomenon, with more than 25 locations across key cities and resort destinations. Its distinctive blend of contemporary Japanese cuisine, architectural elegance and vibrant energy has made it a fixture of the international luxury circuit. Now, that circuit expands to Formula One.
Zuma and select Azumi brands will activate across the F1 calendar, with curated experiences planned at iconic Grand Prix destinations including Monaco, Silverstone, Madrid and Abu Dhabi. The collaboration will also extend into the Mercedes-AMG PETRONAS Miami and Las Vegas clubs, as well as a series of co-hosted events at pivotal moments in the global cultural calendar.
The ambition is clear: to transform hospitality in sport from functional to experiential, from peripheral to central.
What makes this partnership truly distinctive is its timing. As Zuma approaches its 25th anniversary in 2027, the brand is repositioning itself not simply as a restaurant group, but as a cultural curator—shaping how global audiences gather, celebrate and connect.
Rich Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, describes the collaboration as a natural evolution. “Zuma’s reputation for exceptional lifestyle experiences aligns perfectly with our ambition to deliver world-class hospitality. Integrating them into our ecosystem brings a fresh dimension to how people experience our team.”
In an era where luxury is increasingly defined not by objects but by emotion and immersion, the partnership feels almost prophetic. It reflects a broader shift in elite culture: away from static symbols of status and toward fluid, multi-sensory experiences that blur the boundaries between sport, gastronomy, design and social life.
At its core, the alliance between Mercedes-AMG PETRONAS and Zuma is rooted in a shared DNA—precision, performance, craftsmanship and global influence. Yet its significance goes further. It signals a new vision of luxury hospitality, one in which the racetrack becomes a stage for culture, and dining becomes a form of storytelling.
As Formula One continues its transformation into a global lifestyle phenomenon, and as Zuma enters its next chapter, this collaboration sets a new benchmark for how brands at the highest level can intersect—not just to impress, but to inspire.
The details are still unfolding. But one thing is certain: the future of luxury will not be confined to restaurants or racetracks. It will live in the spaces between them.
