Sushi for Alonso, setback for Hamilton: F1 icons hit the food headlines

Two world champion Formula One stars have been making headlines this week.

Fernando Alonso has been announced as an investor in Sticks'n'Sushi, a Danish-Japanese restaurant franchise.

In 2023, the famed F1 driver became a co-owner of the brand's first Spanish location in Madrid, marking the chain's debut in Spain.

Sticks’n’Sushi, known for its fusion of Japanese and Nordic cuisines, offers a menu that combines traditional sushi with grilled yakitori sticks, reflecting its Danish-Japanese heritage.

The restaurant group now has 15 locations in the United Kingdom and 30 across its footprint of Denmark, Germany and the UK.

As of April 2025, Fernando is believed to have expanded his involvement with Sticks’n’Sushi by acquiring over a 20% stake in the Danish-Japanese restaurant group.

In a widely shared statement, Fernando said: "I am excited to have partnered with McWin to invest in the Sticks’n’Sushi restaurant group with the clear objective of making it the 'brand' of reference in the Japanese food segment in Great Britain and Europe."

LEWIS HAMILTON

Meanwhile, on a more sombering note, a vegan restaurant franchise backed by another Formula One driver has permanently closed its remaining stores in the UK.

Neat is a London-based plant-based fast-food chain co-founded in 2019 by seven-time Formula One World Champion Lewis Hamilton and entrepreneur Tommaso Chiabra.

The chain opened its first restaurant on September 2, 2019, in London's Mayfair district, near Regent Street.

In April 2022, actor and environmental activist Leonardo DiCaprio joined formerly named Neat Burger as a strategic investor.

A spokesperson for the franchise told The Sun: ‘We have no further comment at this time, other than to confirm that the business has taken the difficult decision to close its UK restaurants.’

The chain also has restaurants in Milan and New York.

Neat Burger confirmed the closure of both London’s Camden and Wembley restaurants.

Written by Abi Kinsella