PepsiCo Fuels Formula 1 With Global Multi-Brand Partnership
PepsiCo has joined forces with Formula 1 in a move that links three of its flagship brands—Sting Energy, Gatorade, and Doritos—to one of the most-watched sports worldwide. Beginning in 2025, this multi-year partnership gives PepsiCo a wide-reaching platform across 21 races, broadcast in more than 200 countries. The timing couldn’t be sharper. Formula 1’s audience has surged past 1.6 billion global viewers, and PepsiCo now has a seat at the table.
What the Deal Covers
This isn’t just a logo-on-the-wall agreement. PepsiCo secured a full suite of rights, including:
- TV-visible trackside ads
- Access to Formula 1 Fan Zones at each event
- Hospitality and ticketing packages
- Product distribution at race venues
- Co-branded promotional and digital campaigns
It also includes rights for the growing F1 Sprint format, where weekend viewership is already trending 10% higher than regular races. That part of the deal begins later this year.
Brand Breakdown: Who’s Doing What
Sting Energy: Taking the Pole Position
Sting Energy is now the Official Energy Drink of Formula 1. The product blends the style of a soft drink with the lift of an energy beverage, at a price point that’s aimed at wide appeal. It has already hit top-two market share in countries like Egypt, Pakistan, Vietnam, and India. Currently available in 34 countries, this partnership is expected to widen that footprint.
The brand is launching with a nod to the soundtrack of Formula 1 itself. Working with DJ Armin van Buuren, Sting created a campaign around the “Stinggg” sound hidden in the roar of a race car engine—an inside joke turned viral moment. It’s not your usual energy drink rollout.
Gatorade: On Track With Sprint
Gatorade has signed on as the Official Sports Drink of Formula 1 and of the F1 Sprint format. Known for fueling elite athletes, Gatorade fits neatly into the performance-forward image of Sprint weekends. Expect to see track signage, broadcast mentions, and athlete hydration in full view.
Doritos: Official Snack Partner
Doritos becomes the Official Savory Snack Partner of Formula 1. The focus is flavor—on-site and off-track. With global rights, Doritos will bring its product to fans at races and through retail campaigns. Expect to see Doritos Loaded making appearances around the circuit.
Marketing Moves Beyond the Grandstands
PepsiCo’s involvement won’t end at the racetrack. The company plans to roll out promotions across packaging, social media, and exclusive digital content. Fan Zones will feature immersive experiences for each brand. Limited edition products are also part of the agreement, adding collectability and hype for consumers.
Women in Racing: PepsiCo’s Next Step
PepsiCo also hinted at an upcoming role in F1 Academy, Formula 1’s development program focused on female drivers. While details are still under wraps, the move aligns with PepsiCo’s public stance on backing women in sports.
Executive Commentary: Words From the Top
Eugene Willemsen, PepsiCo’s International Beverages CEO, described the partnership as a high-speed alignment. “Formula 1’s growth gives us a unique global stage, especially for Sting Energy,” he said. “This partnership puts our brands right where the energy is—on the track and in fans’ hands.”
F1’s CEO, Stefano Domenicali, shared similar enthusiasm. “PepsiCo brings a loyal global fan base and a history of entertainment,” he said. “Together, we’re setting up something special for F1 fans worldwide.”
PepsiCo’s Strategy: More Than Branding
The move aligns with PepsiCo’s broader playbook. The company continues to build partnerships that tie its brands to global entertainment and sports properties. F1 delivers both—on a massive scale. With broadcast access in over 200 markets and a young, growing fan base, the fit is clear.
Bringing It All Together
PepsiCo didn’t just attach its name to a popular sport. It integrated its three standout consumer brands—each playing a unique role—into the core experience of Formula 1. From hydration to snack food to energy drinks, fans can expect a full sensory lineup during race weekends. This is PepsiCo doubling down on experiences, reach, and visibility. With the deal spanning digital, retail, and physical venues, this partnership puts them in front of millions of eyeballs—and into countless hands—across the globe.
