PEPSICO has announced a new global partnership with Formula 1 and the Mercedes-AMG PETRONAS Formula One Team, bringing several of its brands, including Gatorade, STING Energy and Doritos, into the motorsport ecosystem.
The 2026 Formula 1 season began with the Australian Grand Prix from 6–8 March at the Albert Park Grand Prix Circuit in Melbourne. Across the season, 22 drivers and 11 teams will compete for the world championship across races staged in 21 countries.
Through the partnership, PepsiCo aims to leverage Formula 1’s global reach and cultural influence to connect its brands with fans worldwide. With races held across five continents and a rapidly expanding global audience, the series provides a major platform for the company to engage consumers.
As part of the agreement, Gatorade will serve as the Official Sports Drink of Formula 1 and the Official Partner of the F1 Sprint, while also collaborating with the F1 Academy and the Mercedes-AMG PETRONAS team. Making her debut at the Chinese Grand Prix from 13–15 March is Gatorade-supported driver Lisa Billard, an F1 Academy rookie. Ahead of the Australian Grand Prix, Gatorade also hosted its Run the Track event on 5 March, welcoming up to 2,500 runners.
Meanwhile, STING Energy has been named the Official Energy Drink of Formula 1. The brand launched a series of fan-focused initiatives beginning with the first Sprint weekend and the opening F1 Academy event of the season. Around the Chinese Grand Prix, STING Energy also marked its official debut in China through PepsiCo’s local partnership with Zhou Guanyu, delivering immersive Formula 1-themed fan activations across Shanghai.
Snack brand Doritos will collaborate with Formula 1 and the Mercedes-AMG PETRONAS team through Doritos Loaded activations at more than 15 races, offering immersive experiences and interactive fan moments designed to bring supporters closer to the intensity of the sport.
PepsiCo international beverages CEO Eugene Willemsen said, “The start of the Formula 1 season in Australia is an incredible moment for fans around the world, and we’re thrilled for PepsiCo to be part of that energy. This season marks an important chapter for PepsiCo as we activate our global partnership with Formula 1, F1 ACADEMY™ and the Mercedes-AMG PETRONAS Formula One Team. Through our brands Gatorade, STING Energy, and Doritos, we’re bringing together performance, culture and bold fan experiences, connecting our portfolio with one of the fastest-growing and most passionate fan communities in sport.”
