PepsiCo and Mercedes-AMG PETRONAS F1 Team Unite for Groundbreaking 2026 Partnership

PepsiCo Forms Groundbreaking Partnership with Mercedes-AMG PETRONAS F1 Team for 2026

In a momentous announcement, PepsiCo has confirmed a strategic global partnership with the renowned Mercedes-AMG PETRONAS Formula 1 Team, set to commence in 2026. This collaboration heralds the first occasion where three leading PepsiCo brands—Gatorade®, Sting®, and Doritos®—will work in unison with the prestigious F1 team.

This partnership comes at a time when Formula 1 is experiencing unprecedented growth and an expanding global fanbase. PepsiCo aims to be at the forefront of this momentum, ensuring its brands resonate within the fan experience and team performance through targeted initiatives and integration throughout the Mercedes-AMG PETRONAS F1 operations.

Enhancing Team Performance withGatorade®

Gatorade, a brand deeply rooted in sports science, will contribute its 60-year legacy and established expertise to the F1 team. Recognizing that hydration plays a pivotal role in driver performance—where athletes can lose up to 4 kilograms of body weight during a race—Gatorade will implement a tailored hydration strategy. This innovative approach promises to give the team a competitive edge in a sport where milliseconds can make all the difference.

Bridging Generations of Talent

The partnership will also showcase two of the team’s prominent drivers, George Russell and Kimi Antonelli, who represent a blend of seasoned expertise and fresh ambition. Russell stands out as one of the sport’s leading talents with an authentic connection to fans, while Antonelli symbolizes the future of racing with his rapid ascent in the motorsport hierarchy. Together, their involvement in various fan engagement initiatives will highlight the collective strengths of all three PepsiCo brands and bolster their visibility.

Engaging a Global Fanbase with Sting®

With Sting® recognized as a top energy drink in numerous international markets, including India, Pakistan, Vietnam, and Egypt, the brand is set to connect with F1's dynamic and rapidly-growing fan demographics. Racing weekends powered by Sting will elevate the excitement and speed of the fan experience, particularly for the youth, as it resonates with Gen Z fans eager to engage with the electrifying world of Formula 1.

Adding Flavor on the Fast Lane with Doritos®

Doritos, synonymous with boldness and flavor, will add a distinctive edge to the fan experience. The partnership aims to captivate audiences by delivering exhilarating taste experiences inspired by the thrilling atmosphere of race weekends. Through comprehensive global activation rights, Doritos will weave its identity into the fabric of the F1 community, enhancing the enjoyment of each race event.

"This partnership brings together performance, energy, and flavor, strategically aligning three of PepsiCo's flagship brands with the world's most decorated F1 team," commented Eugene Willemsen, CEO of International Beverages at PepsiCo. He emphasized the alignment of their core values centered on performance and innovation.

Toto Wolff, Team Principal and CEO of Mercedes-AMG PETRONAS F1 Team, expressed excitement about welcoming PepsiCo into their partner ecosystem, noting that their combined strengths promise to create significant value and enhance team performance while improving fan engagement.

Furthermore, Richard Sanders, Chief Commercial Officer of the team, highlighted the added value PepsiCo brings to their operations, fostering deeper connections with fans and guests.

About PepsiCo and Mercedes-AMG PETRONAS F1 Team

PepsiCo continues to delight consumers daily across more than 200 countries with products like Lay's, Gatorade, and Doritos, achieving nearly $92 billion in net revenue in 2024. Its commitment to sustainability through the pep+ initiative aims to drive growth while ensuring a resilient portfolio and community impact.

Conversely, the Mercedes-AMG PETRONAS F1 Team—competing at the pinnacle of motorsport—showcases a rich legacy that extends to over a century. Designed to harness innovation and cutting-edge performance, the team continues to inspire future generations while promoting a culture of sustainability and excellence.

As PepsiCo and Mercedes-AMG PETRONAS F1 Team prepare to embark on this groundbreaking partnership in 2026, fans can look forward to an exhilarating confluence of sports, innovation, and entertainment.