Azumi Ltd., the internationally acclaimed restaurant group behind Zuma, ROKA, Oblix, and other globally celebrated dining concepts, has announced a landmark multi‑year collaboration with the Mercedes-AMG PETRONAS Formula One Team.
This alliance marks the first time a global lifestyle restaurant brand has partnered directly with an F1 team, creating a new intersection of hospitality, culture, and elite sport. Under the agreement, Zuma becomes the team’s exclusive Lifestyle & Dining Curator, elevating the guest experience across the Formula 1 calendar.
Founded in 2002 by Rainer Becker and Arjun Waney, Zuma has grown into a globally recognized contemporary Japanese dining brand with more than 25 locations worldwide. The collaboration will play a central role in celebrating Zuma’s 25th anniversary through 2027, positioning the brand as a cultural curator shaping experiences far beyond the racetrack.
Global Presence Across F1
Zuma, alongside select Azumi brands, will activate at key Grand Prix destinations including Monaco, Silverstone, Madrid, and Abu Dhabi, with further locations to be confirmed. The partnership will also extend into the prestigious Mercedes-AMG PETRONAS F1 Team Miami Club and Las Vegas Club, as well as co‑hosted cultural events worldwide.
Voices of the Partnership
- Sven Koch, CEO of Azumi Ltd., said: “F1 represents the pinnacle of performance, precision, and global relevance—values at the heart of Zuma. This partnership moves us beyond traditional dining into cultural curation, shaping how people connect, celebrate, and experience excellence at the highest level.”
- Toto Wolff, Team Principal & CEO, Mercedes-AMG PETRONAS F1 Team, added: “Working with Zuma enables us to elevate our 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 beyond.”
- Rich Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, commented: “Zuma’s global reputation for exceptional lifestyle and dining experiences aligns perfectly with our ambition to deliver world‑class hospitality. Their integration brings a fresh dimension to how people connect with our team.”
Shared DNA of Excellence
Rooted in precision, performance, craftsmanship, and global influence, the partnership unites two brands operating at the highest level of their respective worlds. Together, they define a new vision for how luxury hospitality integrates with modern sport and culture.