PepsiCo Officially Partners with Formula 1 to Transform Fan Experiences Worldwide

PepsiCo Partners with Formula 1

In May 2025, PepsiCo announced a historic global partnership with Formula 1®, marking a new chapter in the world of sports marketing. This multi-year commitment aims to engage fans like never before through the integration of renowned brands such as Sting Energy®, Gatorade®, and Doritos®. The partnership signifies a collaboration between two influential brands that prioritize creating extraordinary experiences for their fans.

A Strategic Partnership

Beginning in 2025, this partnership will place PepsiCo at the heart of the fastest-growing sport globally, tapping into a massive audience of approximately 1.6 billion viewers. With 826 million active fans, the F1 platform provides an unrivaled opportunity for PepsiCo to connect with consumers not only at the races but through various marketing channels in over 200 territories.

Engaging Fans Worldwide

As the Official Energy Drink of Formula 1, Sting Energy aims to invigorate F1 fans globally with its unique combination of fantastic taste and functional energy. The brand's innovative approach is set to capture the essence of the sport, delighting fans with memorable moments both on and off the track. In collaboration with world-renowned DJ Armin van Buuren, Sting Energy crafted a clever marketing campaign, linking its distinctive “Stinggg” sound with the iconic roar of F1 engines, creating a buzz that resonates with a broad audience.

Meanwhile, Gatorade’s role as the Official Sports Drink of Formula 1 positions it perfectly alongside the adrenaline-fueled action of the races. The partnership includes pivotal in-event hydration, promotional signage, and branded graphics during race weekends, particularly the F1 Sprint events which have shown a remarkable increase in viewership.

Doritos, celebrated as the Official Snack Partner, enhances the fan experience by offering thrilling culinary opportunities, including Doritos Loaded at various race venues. This collaboration resonates with thrill-seekers, reinforcing Doritos’ identity as a bold snack for bold moments.

Creating Unforgettable Experiences

PepsiCo’s commitment to elevating fan engagement goes beyond traditional advertisements. The company plans to implement captivating programs that provide significant culinary experiences, exciting promotions, and unique content across digital platforms, ensuring the allure of Formula 1 is accessible to a wider audience.

Creating immersive brand moments in Fan Zones during race weekends is just one part of PepsiCo’s grand vision for this partnership. Special collaborative products are already in the works, promising to deliver limited-edition treats that further unite the essence of racing with fan enjoyment.

Commitment to Diversity in Sports

Recognizing the importance of diversity and inclusion, PepsiCo is also dedicated to expanding its involvement with the F1 Academy, aimed at empowering women in motorsport. This initiative showcases PepsiCo’s belief in supporting women and fostering opportunities in this high-octane sport.

Eugene Willemsen, CEO of PepsiCo International Beverages, expressed excitement about the partnership, highlighting the potential to connect with fans in unprecedented ways. He stated, “Our unique collaboration with Formula 1 aligns perfectly with our goal to grow our brands, particularly Sting Energy, on a global scale.”

Stefano Domenicali, CEO of Formula 1, emphasized the significance of this alliance, stating that it merges tradition with innovation, promising unforgettable moments for fans around the world. He noted that PepsiCo’s creativity and ability to celebrate special life moments make it the ideal partner for this thrilling journey.

PepsiCo and Formula 1: A New Era

The collaboration heralds a new era for PepsiCo as it positions itself as a key player in sports marketing, building on its strong portfolio of recognized consumer goods. With a vision to lead in the beverage and convenience food industry, PepsiCo aims to harness the potential of Formula 1 as a prominent platform for engaging new audiences while also promoting sustainable practices. By uniting forces with Formula 1, both brands are set to embark on an exhilarating journey, filled with speed, taste, and unforgettable experiences for fans worldwide.

For more insights, follow PepsiCo on their social media platforms and tune in as they take the racing world by storm.