Barilla hits the track and becomes the official pasta partner of Formula 1. The company, founded in Parma in 1877, has signed into a multi-year partnership with motor racing, ensuring a strong presence on and off the track. Fans will be able to taste the Italian company's products thanks to the Barilla pasta bars located in the Formula 1 Paddock club, which will be supplemented by trackside signs, digital activations, and consumer promotions, with the goal of reaching spectators from all over the world. "In the coming years, we look forward to welcoming all F1 fans to the table on race weekends, where they will experience the excitement of racing while also enjoying the comfort of an excellent meal", commented Ilaria Lodigiani, Barilla's chief category and marketing officer. In reality, this is not the first occasion on which Barilla and Formula 1 have intersected, as Paolo Barilla, the current vice president of the corporation, was an F1 driver from 1989 to 1990.