PepsiCo has entered Formula 1 with a landmark multi-year global partnership, marking one of the most significant commercial moves in modern motorsport. The collaboration brings several of PepsiCo’s biggest brands into F1, elevating fan engagement, on-track visibility, and global marketing integration across the championship.
PepsiCo Brands Join the F1 Grid
Sting – Official Energy Drink of Formula 1
Sting Energy steps into the spotlight with trackside branding, digital exposure, and fan activations throughout the season — positioning itself as a new challenger in F1’s energy-drink landscape.
Gatorade – Official Sports Drink Partner
Gatorade strengthens its global sports credentials by supporting driver hydration programs and featuring prominently during F1 Sprint weekends, media backdrops, and paddock activations.
Doritos – Official Savoury Snack Partner
Doritos brings fan-focused experiences to F1 circuits, including snack availability, interactive fan-zone activities, and special promotional campaigns worldwide.
A Partnership That Goes Beyond Sponsorship
The scope of the agreement includes:
- Trackside LED advertising
- Fan-zone activations at races
- Exclusive pouring rights at selected circuits
- Hospitality and VIP experiences
- Limited-edition products and global campaigns
This integrated approach positions PepsiCo at the heart of the F1 fan experience.
PepsiCo Expands Collaboration With Mercedes-AMG PETRONAS
PepsiCo will also partner with the Mercedes-AMG PETRONAS Formula One Team in the upcoming regulations era. The collaboration includes Gatorade performance hydration programs, branding opportunities, and joint marketing campaigns — marking PepsiCo’s most significant team-level involvement since the 7UP–Jordan era.
A Boost for F1’s Global and Middle Eastern Growth
This partnership strengthens Formula 1’s transformation into a global entertainment platform while opening the door for more consumer brands to enter the sport. For the Middle East — home to multiple key F1 races — the collaboration promises expanded fan-zones, local campaigns, and new media opportunities across the region.
A New Chapter for Formula 1
PepsiCo’s entry brings a fresh lifestyle dimension to Formula 1, blending racing, entertainment, and global brand power. With Sting, Gatorade, and Doritos now part of the F1 world, fans can expect a more immersive and dynamic experience both on and off the track.
