For Formula 1 fans, switching off isn’t an option. As the official chocolate bar of F1, KitKat sees this passion firsthand, with new research showing just how deep the fandom runs. The majority of Australian fans (92%) spend up to 70 hours each season following the sport and one in four sacrifice sleep to catch live races. Other fans admit to pulling all-nighters, rearranging entire weekends and even travelling interstate or overseas to be trackside 1.
The obsession doesn’t stop there with some fans tuning in while on holiday, watching at work, in the bathroom and even from a hospital bed.2 For many, taking a break feels nearly impossible, as every moment is crucial race time.
Fandom isn’t a hobby; it’s a full-time commitment with no off-season. That's why KitKat has partnered with 2025 F1 ACADEMY™ Driver Aiva Anagnostiadis, the first female announced to represent Australia in the F1 ACADEMY™, to find the nation’s biggest superfan and give them something they rarely take themselves: a break.
After reaching hundreds of fans nationwide, Aiva and KitKat crowned Olivia Keogh as one of Australia’s biggest F1 superfans, surprising her with the ultimate break: race day tickets and exclusive access to the FORMULA 1 QATAR AIRWAYS AUSTRALIAN GRAND PRIX 2026 this March.
Olivia’s dedication runs deep. She moved from Queensland to Melbourne to live near Albert Park, once drove 19 hours to attend a race, rearranges her work roster for 2am race nights, and even has driver number ‘4’ tattooed on her ankle.
2025 F1 ACADEMY™ Driver, Aiva said, “The fans are such a huge part of what makes the sport special. The dedication and sacrifices they make don’t go unnoticed. I’ve seen some of Australia’s biggest fan displays at F1 events, so it was a privilege to go on the hunt with KitKat to find a superfan worthy of this break. Being able to give someone like Olivia that moment to pause and soak it all in was incredibly special.”
“I’ve always loved F1, and once it became part of my life, there was no switching it off,” said Olivia. “Being surprised with tickets was overwhelming enough, but sharing that moment with Aiva, who I’ve followed closely, made it even more special. To actually sit back, take a break and watch the race uninterrupted is something I never thought I’d get to do.”
On race weekend, KitKat will continue delivering breaks to fans live at the event through its ‘KitKrew’, bringing unexpected moments of pause to the community members who live and breathe F1.
“KitKat is all about giving people a break,” said Nestlé Head of Marketing – Confectionery, Shannon Wright. “F1 fans are some of the most passionate people out there, and we’re just giving them a quick 'break stop’, a moment to pause and enjoy the thrill of the sport without missing a beat.”
Because every fan deserves a sweet break, KitKat is also giving away the ultimate F1 VIP break to the FORMULA 1 PIRELLI GRAN PREMIO D’ITALIA 2026 at Monza this September*. Find out more at https://www.kitkat.com.au/f1
129 per cent have sacrificed sleep to catch races live. 16 per cent have admitted to pulling all-nighters, 14 per cent have rearranged entire weekends, and 12 per cent have travelled interstate or overseas to attend a race.
218 per cent tune in on holiday, 11 per cent watch at work, 11 per cent tune in from the bathroom, and 10 per cent from a hospital bed.
