#USA #PepsiCo #Purchase #F1 #Mercedes-AMG

Historic Partnership Announcement

In an exciting development for both brands and racing fans alike, PepsiCo has announced a landmark global partnership with the renowned Mercedes-AMG PETRONAS F1 Team, set to commence in 2026. This collaboration is not just a marketing move; it’s a fusion of performance, energy, and flavor, bringing together three of PepsiCo's iconic brands: Gatorade, Sting, and Doritos. This marks the first instance where multiple powerful brands from PepsiCo will unite to partner with a Formula 1 team, a move expected to enhance the excitement of the racing world.

Embracing the F1 Spirit

As Formula 1 continues its remarkable growth and attracts a broader fanbase, PepsiCo positions itself at the forefront of this expanding sphere. The partnership promises a comprehensive integration within the operations of the Mercedes-AMG PETRONAS F1 Team, aiming to enhance both athlete performance and fan engagement. Gatorade, known for its extensive history in sports hydration, will implement its expertise through pioneering hydration programs tailored to the unique demands of F1 athletes. The need for hydration is critical, especially in a sport where drivers may lose substantial body weight during races due to intense physical exertion. PepsiCo's Gatorade will play a pivotal role in giving the team a competitive edge during high-stakes races.

Celebrating F1 Talent

This partnership also utilizes the incredible talents of the team’s key drivers, George Russell and Kimi Antonelli. Russell stands out as an established talent in the Formula 1 arena, while Antonelli represents the new generation of racing skills. Their involvement will extend beyond the racetrack, as fans can anticipate engaging with them through various initiatives that highlight the strengths and spirit of Gatorade, Sting, and Doritos. Such activities promise behind-the-scenes content and exciting fan-focused events, creating a vibrant connection between the stars of the track and their supporters.

Energizing Fans Globally

With Sting’s extraordinary growth as a prominent energy drink in regions such as India, Pakistan, Vietnam, and Egypt, the brand will energize F1’s global fanfare during race weekends. Sting enhances the high-speed atmosphere of racing, appealing directly to the younger, Gen Z audience. By intertwining with the fast-paced world of F1, the brand invigorates the experience for fans, further solidifying the connection between high energy and thrilling motorsport action.

Infusing Flavor into Racing

Moreover, Doritos will complement the partnership by introducing bold flavor experiences that resonate with the excitement of Grand Prix events. As a brand renowned for its vibrant snack offerings, Doritos is set to capture the thrilling atmosphere of F1 through high-impact activations designed for fans. These initiatives will not only enhance the spectator experience but also create memorable moments that blend the adrenaline of speed with the enjoyment of delicious snacks.

A Commitment to Performance and Excellence

"This partnership unites performance, energy, and flavor under one banner," expressed Eugene Willemsen, PepsiCo's Chief Executive Officer of International Beverages. He emphasized that the collaboration showcases their commitment to fuel not just the athletes, but also the passionate fans worldwide who live for the excitement of F1.

On the other hand, Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, welcomed PepsiCo to their partner ecosystem, celebrating how both brands share a dedication to excellence and innovation. Richard Sanders, Chief Commercial Officer, further reiterated this partnership's potential to enrich the overall experience for fans both on and off the track.

About the Partners

PepsiCo, an organization that sees over one billion of its products enjoyed daily in more than 200 countries, reported nearly $92 billion in net revenue in 2024. The company strives to be a leader in drinks and convenient foods while committing to sustainable practices through its pep+ initiative. Meanwhile, the Mercedes-AMG PETRONAS F1 Team embodies a rich heritage of racing excellence and innovation. With a dedicated team and a history of success, they continuously strive for championship victories while making a positive impact on the environment and their community.

As this partnership unfolds, both PepsiCo and the Mercedes-AMG PETRONAS F1 Team aim to deliver remarkable experiences to fans, weaving a narrative of performance, energy, and excitement in the exhilarating world of Formula 1 racing.