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Autosport
Autosport

Faster pasta: Barilla name returns to F1 as official partner

F1 Piero Ferrari Michelin

In a Formula 1 cockpit Paolo Barilla didn’t quite hit the heights he’d achieved in sportscar racing a few years earlier, but now his family business is taking a seat at the top table as an official partner of F1 itself.

The deal incorporates a veritable platter of activations, from trackside signage and customer promotions to pasta bars within the paddock and within F1’s official hospitality.

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