PepsiCo announced Tuesday a “groundbreaking” worldwide partnership with Formula 1, beginning in 2025 as part of a five-year commitment.
The partnership, which has been struck in Formula 1’s 75th anniversary year, runs until the 2030 season and unites F1 with three PepsiCo brands – Sting Energy, Gatorade, and Doritos.
Each brand will be brought to life with the partnership as the deal connects the high-energy excitement of Formula 1 with PepsiCo’s “passion for creating unforgettable fan experiences around the world”.
With F1’s cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, the partnership establishes a powerful platform for PepsiCo to engage with consumers across the 21 countries on the racing calendar, and more than 200 territories through broadcast.
As an official partner of F1, PepsiCo has secured comprehensive rights, including: TV-visible trackside advertising; Fan Zone activation opportunities at 21 races; tickets and hospitality experiences; exclusive marketing rights for featured brands; and exclusive track pouring and product supply rights, across global race venues. The deal also includes an official partnership with F1 Sprint, which has proven to be hugely popular among fans with TV viewership on Sprint weekends on average 10% greater than a non-Sprint weekend. As part of its long-standing commitment to empowering women in sport, PepsiCo will also extend its involvement to F1 Academy, with more details to be shared in the coming weeks.
PepsiCo will be creating memorable fan engagement programs that include meaningful food and drink experiences beyond just the race venues through on-pack promotions, digital experiences, and unique content that will bring F1 to an even wider audience. This partnership includes opportunities, such as immersive brand experiences in Formula 1 Fan Zones, and rights for limited edition, co-branded products.
Sting Energy: Official Energy Drink
Sting Energy is set to electrify F1 fans around the globe with a surge of energy to the partnership. Its distinctive proposition lies in delivering the taste and refreshment of a soft drink, combined with the functional boost of an energy drink, all at an accessible price point. This winning combination has strongly resonated with consumers who live to make the most of every moment.
As PepsiCo’s flagship energy brand, Sting Energy has experienced explosive growth over the past five years. It now ranks #1 or #2 in market share across key markets, where it has been launched, including India, Pakistan, Egypt, Morocco, Myanmar, Sri Lanka, and Vietnam. With Sting currently available in 34 markets, this partnership presents a significant opportunity for the continued global expansion of Sting and Formula 1.
In a sport like Formula 1, where fans obsess over every detail, Sting Energy is tapping into the most iconic element of the experience — the sound. Teaming up with world-renowned DJ Armin van Buuren, Sting Energy playfully unveiled its unexpected connection to Formula 1 through a fun fan discovery – the distinct sound of “Stinggg” has always existed within the roar of an F1 engine. What began as a playful studio experiment quickly ignited global buzz, sparking a wave of excitement among racing, music, and sports fans alike. The unexpected sonic crossover drove a viral conversation and set the stage for Sting’s bold, immersive fan experiences — powered by the disruptive energy of sound.
Gatorade: Official Sports Drink
Gatorade will serve as the Official Sports Drink of Formula 1, as well as an Official Partner of F1 Sprint. A format defined by pure racing action, Gatorade provides the perfect partner between the F1 Sprint series and a brand that is widely associated with high performance and athletic success.
This sponsorship includes at-event hydration, on site branding, such as track signage, broadcast graphics and interview backdrops throughout Sprint weekends. Gatorade’s Sprint sponsorship will begin later this year, giving fans an early taste of this partnership.
Doritos: Official Savory Snack Partner for F1
The partnership will bring the flavor of Doritos to F1 fans around the world, delivering “exciting culinary experiences” through Doritos Loaded at race locations and beyond. With global activation rights, Doritos is set to turn up the flavor on and off the track.
“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences,” said PepsiCo International Beverages chief executive officer Eugene Willemsen. “Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands – particularly Sting Energy – on the world stage. Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1’s continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence.”
Formula 1 president & CEO Stefano Domenicali noted: “Today is a moment to celebrate the partnership between two iconic and historic global brands — a sparkling union that will bring together tradition and innovation, generating excitement, entertainment, and unforgettable experiences for our fans and customers around the world.
“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.
“With a long-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey.”
