PepsiCo has announced a global partnership with the Mercedes-AMG Petronas Formula One Team, effective from 2026.
The agreement marks the first time three PepsiCo brands – Gatorade, Sting and Doritos – will jointly partner with a Formula 1 team. The multi-year partnership integrates the brands into the team’s operations, including hydration programs and fan engagement initiatives.
“This partnership unites performance, energy and flavor under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team,” said Eugene Willemsen, CEO, International Beverages, PepsiCo. “Partnering with the Mercedes-AMG Petronas Formula 1 Team reflects our shared commitment to performance, innovation and excellence – values that define both our organizations.”
Gatorade will support the team’s hydration and performance programs. Sting will focus on engagement in high-growth markets aligned with the sport’s growth, while Doritos will contribute to fan experiences and global activations linked to Grand Prix events.
Toto Wolff, team principal and CEO of the Mercedes-AMG Petronas F1 Team, said the partnership reflects the alignment between the team’s objectives and PepsiCo’s brand portfolio.
“As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique,” he said.
“Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
The partnership will leverage the profiles of drivers George Russell and Kimi Antonelli. Russell brings a consistent track record and a broad fan base, while Antonelli represents the next generation of drivers. Both will feature in communications, behind-the-scenes content and fan engagement programs with Gatorade, Doritos and Sting.
“Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world,” said Richard Sanders, chief commercial officer of the Mercedes-AMG Petronas F1 Team.
