Sting Energy Makes Waves as Official Partner of Formula 1

The Sound of Speed: Sting Energy® and Formula 1® Team Up

PepsiCo’s electrifying energy drink, Sting Energy®, has officially sprinted into the thrilling world of Formula 1® as its official energy drink partner. This partnership marks a significant milestone, weaving the vibrancy of racing with the energy of fans worldwide.

An Unforeseen Connection

On May 23, 2025, renowned DJ and producer Armin van Buuren unveiled an exciting discovery through a video that quickly went viral. He isolated audio layers from a Formula 1 race recording and found a striking resemblance between the engine's pitch and the intricate soundscapes in his music. This revelation sparked curiosity across the globe among fans, artists, and even Formula 1 legends, who all shared their thoughts on this unforeseen connection.

Jenson Button, the 2009 F1 World Champion, and 2025 F2 Monaco Grand Prix winner, Kush Maini, both reacted enthusiastically to Armin’s findings, solidifying Sting Energy’s place on the grand stage.

Building Anticipation

Before any formal announcement, motorsport enthusiasts and fans alike began speculating about Sting Energy’s role in Formula 1. At the Monaco Grand Prix, the excitement reached a fever pitch as the unmistakable sound signature of Sting Energy resonated through the high-octane atmosphere, reinforcing its presence in the sport.

“Being a long-time F1 fan, I’ve remixed several engine sounds in my studio, but when I heard that frequency resembling 'Sting,' it was surreal,” shared Armin. The remarkable discovery awakened listeners to the harmony between sound and speed.

A New Era of Engagement

Vandita Pandey, PepsiCo’s VP of Marketing for International Beverages, reflected on the authenticity of this partnership: “The most powerful brand moments are often discovered rather than manufactured. This partnership transcends mere sponsorship; it amplifies cultural energy and resonates deeply with fans.” Sting Energy didn’t enter Formula 1 just to be an observer; it has actively showcased that it has always been a part of the exhilarating experience, hidden in the sounds of the race.

Formula 1 Director of Commercial Partnerships, Jonny Haworth, added, “Formula 1 is more than just speed; it’s about the emotions and sensory experiences created during every race. Partnering with Sting Energy taps into that energy creatively, merging culture and sport in a captivating manner.”

Elevating Fan Experiences

With this partnership, Sting Energy plans to enhance fan experiences across 21 races. From immersive brand activations and co-branded products to dynamic digital storytelling, the goal is to create unique moments that connect fans to the adrenaline of Formula 1.

“The collaboration between Sting Energy and Formula 1 redefines traditional sponsorship,” said Pandey. “By leveraging the power of sound, we turn a familiar sensory experience into an extraordinary brand moment.”

As one of the leading beverage companies globally, PepsiCo's reach spans over 200 countries, providing consumers with beloved brands that enrich everyday moments. The company reported nearly $92 billion in net revenue for 2024.

This initiative forms part of PepsiCo’s vision to innovate continuously while addressing sustainability and humanity through its pep+ transformation strategy, ensuring a positive impact on the planet and communities.

Conclusion

As Sting Energy officially claims its space on the Formula 1 circuit, both the brand and the sport stand to benefit immensely from this strategic alliance. This partnership not only bolsters Sting Energy's visibility but also enhances the thrill and excitement that Formula 1 fans have come to expect, promising a future filled with exhilarating experiences and unparalleled engagement.