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Zuma Signs Multi-Year Deal with Mercedes-AMG Petronas F1 to Curate Global Hospitality Programme

Zuma, the globally recognised contemporary Japanese dining brand owned by Azumi, has signed a multi-year commercial partnership with the Mercedes-AMG Petronas Formula One Team, becoming the team’s exclusive lifestyle and dining curator.

The agreement places Zuma at the heart of Mercedes’ premium global hospitality strategy, with activations planned across selected Formula One race weekends including Monaco, Silverstone, Madrid and Abu Dhabi. The partnership also extends beyond the circuit, with Zuma securing a presence within Mercedes’ private members’ clubs in Miami and Las Vegas—two of Formula One’s fastest-growing commercial and cultural hubs.

At its core, the collaboration reflects a broader convergence between elite sport, experiential hospitality and global lifestyle branding. Formula 1 continues to reposition itself as a cultural platform rather than solely a sporting series, while restaurant groups such as Zuma increasingly operate as international lifestyle brands capable of delivering consistent, high-end experiences across markets and formats.

For Zuma, the partnership reinforces its credentials in ultra-premium hospitality, aligning the brand with one of the most recognisable and performance-driven organisations in global sport. With more than 25 locations worldwide, the brand has built its reputation on consistency, theatre and operational precision—qualities that closely mirror the demands of Formula One hospitality environments.

For Mercedes-AMG Petronas F1, the deal strengthens its off-track offering to partners, sponsors and high-net-worth guests at a time when Formula One’s commercial value is increasingly driven by experiential access, brand immersion and lifestyle association rather than trackside performance alone.

From a UK food industry perspective, the partnership highlights several key trends:

• the growing strategic value of foodservice brands within global sports ecosystems

• the export of UK-rooted hospitality concepts into international, high-margin experiential markets
  

• and the increasing role of curated dining as a differentiator in premium live events
  
  

As competition intensifies across global hospitality, Formula 1 continues to emerge as a proving ground for brands seeking international visibility, operational excellence and association with performance at the highest level.

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