News DeskAzumi Ltd., the global hospitality group behind renowned dining concepts including Zuma, ROKA and Oblix, has announced a multi-year partnership between Zuma and the Mercedes-AMG PETRONAS Formula One Team.
The collaboration marks the first time a global lifestyle restaurant brand has partnered directly with an F1 team. Under the agreement, Zuma will serve as the team’s exclusive Lifestyle & Dining Curator, bringing its signature contemporary Japanese dining experience to key Formula One events worldwide.
Founded in 2002 by Rainer Becker and Arjun Waney, Zuma now operates more than 25 restaurants globally. The partnership will also form part of the brand’s 25th anniversary celebrations in 2027.
As part of the collaboration, Zuma and select Azumi brands will activate at several major Grand Prix locations including Monaco, Silverstone, Madrid and Abu Dhabi, with additional destinations to be announced. The partnership will also extend to the Mercedes-AMG PETRONAS F1 Team’s Miami Club and Las Vegas Club, alongside a series of exclusive events hosted with the team throughout the global cultural calendar.
Azumi Ltd. CEO Sven Koch said the partnership reflects a shared commitment to performance, precision and global influence, adding that it marks an important milestone for Zuma as it expands its presence beyond the restaurant space.
Mercedes-AMG PETRONAS F1 Team Principal and CEO Toto Wolff said the collaboration will further elevate the team’s hospitality offering and enhance guest experiences throughout the season.
The partnership brings together two globally recognised brands, combining luxury hospitality with the high-performance world of Formula One.
Further details on the agreement are to soon be announced.
