Kimbo Partnered with GB1 Racing Team
The coffee brand has secured a sponsorship deal with the British team to bolster its international retail presence.
Updated on Oct. 6, 2026 in Coffee
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Coffee producer Kimbo has signed a partnership agreement with the racing team GB1. This move aims to elevate the brand's visibility as it shifts its focus toward supermarket retail expansion.
Why it matters
Kimbo is pivoting its business model from traditional service-industry supply to a direct-to-consumer retail strategy. By aligning with premium sports like sailing, the company seeks to reposition its brand to capture a wider international market share.
Kimbo reported 2025 revenue exceeding €300 million, reflecting a 32.8% increase from 2024. International sales grew by 46% as the company expanded operations across more than 100 countries.
The players
Kimbo
This Italian coffee brand has over 60 years of history and currently operates in over 100 countries.
GB1
This is a Great Britain racing team that recently entered into a sponsorship agreement with Kimbo.
The details
The brand is transitioning from reliance on television advertising to digital communication and experiential activations. This strategy is supported by a shift from a single creative agency to multiple specialist agencies to penetrate new markets, specifically targeting UK supermarket shelves.
Timeline
2024 served as the base year for the company's revenue comparison.
2025 marked the fiscal year of significant revenue growth.
September 2026 hosted the America's Cup preliminaries.
Summer 2027 will feature the America's Cup competition in Naples.
Culture Shift
Kimbo's strategic pivot to retail supermarkets follows the documented trend of extreme commodity price volatility that has reshaped coffee industry profit margins. This shift highlights a move toward premium brand positioning to protect against the 300% rise in coffee prices over the last two years.
Consumers in the United Kingdom may soon see an increased retail presence of the brand on supermarket shelves. Shoppers currently limited to purchasing products through Amazon or Ocado can expect greater accessibility as the company scales its international distribution.
The takeaway
Kimbo is betting that premium experiential marketing will effectively translate brand awareness into shelf space. As the company grows its international teams, customers should monitor for wider availability and competitive pricing in the retail coffee aisle.
Further reading
Learn more about the latest trends in the Coffee industry.
Source note: This article includes information reported by Marketing Week.
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