PepsiCo® has announced an official worldwide partnership with Formula 1® motor racing.
PepsiCo has launched an official global partnership with Formula 1, introducing Sting Energy, Gatorade, and Doritos to the world’s fastest-growing sport.
PURCHASE, N.Y., May 29, 2025 — PepsiCo has announced an exciting global partnership with Formula 1®, set to begin in 2025 as part of a multi-year commitment. This collaboration brings together the world’s fastest-growing sport and three of PepsiCo’s leading brands: Sting Energy, Gatorade, and Doritos. The partnership aims to amplify the high-energy excitement of Formula 1 while showcasing PepsiCo’s dedication to creating unforgettable fan experiences worldwide.
With a cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, this partnership provides a strong platform for PepsiCo to engage with consumers across the 21 countries included in the racing calendar, as well as in more than 200 territories through broadcast.
Formula 1® racing, which officially began in 1950, has since established itself as the pinnacle of motor racing competition. Renowned for its high-speed drama, cutting-edge technology, and glamorous global events, it captivates millions of fans worldwide. As the most prestigious motorsport series, Formula 1® showcases elite drivers and teams competing on a variety of challenging circuits, making it not only the most popular annual sporting series but also a thrilling spectacle of skill, strategy, and innovation.
PepsiCo has become an Official Partner of Formula 1, securing a wide range of rights that include TV-visible trackside advertising, activation opportunities in the Fan Zone at 21 races, tickets and hospitality experiences, exclusive marketing rights for featured brands, and exclusive rights for track pouring and product supply at global race venues. Additionally, the partnership includes an official collaboration with F1 Sprint, which has gained significant popularity among fans, with TV viewership on Sprint weekends averaging 10% higher than on non-Sprint weekends.
- Sting Energy: Official Energy Drink of Formula 1
Sting Energy is poised to excite Formula 1 fans worldwide with its dynamic partnership. Its unique offering combines the flavor and refreshment of a soft drink with the functional benefits of an energy drink, all at an affordable price. This appealing combination has strongly resonated with consumers who are eager to make the most of every moment.
Sting Energy, PepsiCo’s flagship energy brand, is one of the fastest-growing energy drinks globally and has experienced remarkable growth over the past five years. It now holds the #1 or #2 market share in key markets where it has been introduced, including India, Pakistan, Egypt, Morocco, Myanmar, Sri Lanka, and Vietnam. Currently available in 34 markets, this partnership offers a significant opportunity for further global expansion of both Sting and Formula 1.
- Gatorade: Official Sports Drink of Formula 1
Gatorade will be the Official Sports Drink of Formula 1 and an Official Partner of F1 Sprint. This partnership aligns Gatorade with the high-performance, action-packed nature of the F1 Sprint series, making it an ideal match for a brand synonymous with athletic success.
- Doritos: Official Savory Snack Partner for F1
As the Official Savory Snack Partner of Formula 1, Doritos recognized as a leading bold snack, has established a strategic alliance with the premier motorsport.
“This strategic partnership with Formula 1 represents a groundbreaking collaboration between two premier global organizations, both dedicated to delivering extraordinary experiences for their audiences. This alliance seeks to elevate the thrill of racing while creating unique opportunities for fans to engage with the sport like never before,” stated Eugene Willemsen, CEO of International Beverages at PepsiCo.
Source: PEPSICO
CitiTimes 