Mercedes names Zuma as F1’s first official lifestyle and dining curator

The Mercedes-AMG PETRONAS F1 Team has announced a multi-year collaboration with restaurant group Azumi Ltd. that will see its flagship brand Zuma become the team’s exclusive and official Lifestyle & Dining Curator.

The agreement marks the first time a global lifestyle restaurant brand has formally partnered with an F1 team in this capacity, positioning Zuma at the centre of Mercedes’ hospitality and guest experience programme across the race calendar.

Founded in 2002, Zuma operates more than 25 contemporary Japanese restaurants worldwide.

Under the partnership, Zuma and selected Azumi brands will activate at grands prix including Monaco, Silverstone, Madrid and Abu Dhabi, as well as at the team’s Miami and Las Vegas hospitality clubs and a series of co-hosted cultural events globally.

“F1 represents the pinnacle of performance, precision, and global relevance – values that sit at the very heart of the Zuma brand,” said Sven Koch, Chief Executive Officer of Azumi Ltd.

“Our multi-year partnership with the Mercedes-AMG PETRONAS F1 Team marks a defining moment not only for Zuma, but for the hospitality industry as a whole.

“This collaboration moves us beyond traditional dining and into true cultural curation, shaping how people connect, celebrate, and experience excellence at the highest level. As we approach our 25th anniversary, this partnership sets the tone for the next chapter of our global journey.

“At Zuma, we have always believed that dining is cultural, emotional, and experiential – and becoming Mercedes F1 Team’s official ‘Lifestyle & Dining Curator’ allows us to bring that philosophy to the world’s most elite sporting stage.”

Working with Zuma, a globally recognised leader in lifestyle and dining, enables us to elevate our world-leading hospitality offering even further and unlock the full potential of our spaces around the world.

Toto Wolff

Further details on the collaboration are set to be announced in due course, with Toto Wolff, Chief Executive Officer and Team Principal of Mercedes adding: “As a team, we pride ourselves on our attention to detail and focus on delivering the very best we can in every aspect of what we do.

“That applies not only to everything we do on track but to all touchpoints off track too. Working with Zuma, a globally recognised leader in lifestyle and dining, enables us to elevate our world-leading hospitality offering even further and unlock the full potential of our spaces around the world.

“I’m excited to see how this collaboration enhances the way our guests engage with the team this season and in the years ahead.”