Formula 1 and PepsiCo Announce Multi-Year Partnership
Formula 1 and PepsiCo have today unveiled a landmark multi-year agreement extending through 2030, bringing together two global icons. Under this deal, PepsiCo brands Sting Energy, Gatorade, and Doritos will be integrated across the Formula 1 ecosystem, elevating fan engagement both on and off track.
Key Brand Roles and Rights
- Sting Energy: Official Energy Drink of Formula 1, fueling fans and drivers alike with on-pack promotions and co-branded activations.
- Gatorade: Official Partner of F1 Sprint, starting at Spa-Francorchamps later this year and continuing through Austin, São Paulo, and Qatar. F1 Sprint weekends deliver 10% higher TV viewership than standard race weekends, promising amplified exposure.
- Doritos: Official Savoury Snack Partner, with global activation rights. Whether fans are at the track or watching from home, Doritos will bring flavor to every turn.
Enhanced Fan Engagement
Beyond traditional sponsorship, PepsiCo will deliver immersive experiences:
- On-pack promotions and digital content to deepen fan interaction.
- Formula 1 Fan Zones offering interactive brand experiences.
- Limited-edition co-branded products available at retail, leveraging PepsiCo’s vast distribution network.
From 2026, PepsiCo’s full portfolio of snacks and soft drinks will be poured and supplied at every Grand Prix, ensuring fans worldwide can enjoy their favorite products trackside.
Supporting the Next Generation: F1 Academy
Demonstrating commitment to motorsport development, PepsiCo will extend its partnership to the F1 Academy. Further details on this collaboration will be announced in due course, underlining PepsiCo’s support for emerging talent.
Leadership Perspectives
Stefano Domenicali, President & CEO of Formula 1, commented:
“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.”
Eugene Willemsen, CEO of International Beverages at PepsiCo, added:
“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences. Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond.”
As the partnership rolls out, fans can look forward to new ways to engage with the sport, both at circuits and at home, through dynamic activations and exclusive products that capture the thrill of Formula 1.
