PepsiCo has signed a global multi-year partnership with Formula 1, aligning three of its leading brands – Sting Energy, Gatorade, and Doritos – with the international racing series.
The deal grants PepsiCo rights across Formula 1’s 21-race calendar, including trackside advertising, exclusive product supply, and immersive fan activations in Fan Zones.
It also includes sponsorship of the F1 Sprint format and upcoming involvement in F1 Academy, the sport’s platform for female drivers, with further details to be announced.
“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences,” said Eugene Willemsen, CEO of international beverages at PepsiCo.
“Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands on the world stage.”
Sting Energy, PepsiCo’s flagship energy drink, will lead the campaign with a focus on sound and performance. The brand partnered with DJ Armin van Buuren to connect the “Stinggg” sound to the roar of F1 engines, which aims to spark virality.
Meanwhile, Gatorade joins as the official sports drink of Formula 1 and the F1 Sprint series, with plans for athlete hydration, on-site branding, and broadcast exposure. The sponsorship will launch later this year.
Finally, Doritos will serve as the ‘official savory snack partner’ of Formula 1, offering product experiences at tracks and other fan touchpoints, including with Doritos Loaded. The brand will activate global marketing rights and deliver on-site culinary engagement.
Stefano Domenicali, president and CEO of Formula 1, said the partnership provides PepsiCo exposure to the series’ 1.6 billion global viewers and 826 million fans, spanning more than 200 territories.
“PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences, and we will benefit from their energy, their extraordinary products, and their loyal community,” he added.
