In a bold move to supercharge its global brand presence, PepsiCo has announced a multi-year worldwide partnership with Formula 1®, kicking off in 2025. This collaboration brings three of PepsiCo's biggest brands Sting Energy®, Gatorade®, and Doritos® into the adrenaline fueled world of F1, creating thrilling fan experiences on and off the track.
The partnership taps into Formula 1's massive 1.6 billion global viewers and 826 million fans, giving PepsiCo a high-octane platform across 21 race locations and over 200 broadcast territories. With exclusive rights that include TV visible trackside branding, hospitality experiences, Fan Zone activations, and even pouring rights at race venues, PepsiCo is set to leave a powerful mark on the motorsport.
Sting Energy becomes the Official Energy Drink of Formula 1, taking its explosive global growth to the next level. A viral campaign with DJ Armin van Buuren cleverly linked the brand's signature “Stinggg” sound to the roar of F1 engines, electrifying fans with an unexpected musical crossover.
Gatorade, known for fueling top athletes, joins as the Official Sports Drink of F1 and F1 Sprint. Fans will see Gatorade’s presence during sprint races through hydration stations, signage, and branding across broadcasts and interviews.
Doritos, the bold snack brand, is now the Official Savory Snack Partner of F1. With global rights to activate immersive food experiences like "Doritos Loaded," the brand will spice up race weekends with flavor packed fan interactions.
PepsiCo also confirmed involvement with F1 Academy, aligning with its mission to empower women in sport.
Both PepsiCo and Formula 1 emphasize that this partnership is about more than just sponsorship it’s about driving shared passion, creativity, and energy to craft unforgettable moments worldwide.