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PepsiCo's Groundbreaking Partnership with Formula 1

PepsiCo has made a significant move in the world of sports marketing by announcing a worldwide partnership with Formula 1, officially commencing in 2025. This collaboration marks the union of three iconic PepsiCo brands—Sting Energy, Gatorade, and Doritos—within the thrilling environment of the fastest-growing sport globally.

A High-Profile Collaboration

Launching into a multi-year commitment, this partnership is set to engage PepsiCo with Formula 1's expansive audience, which totals 1.6 billion viewers globally with 826 million active fans. The strategic alliance aims to create unforgettable experiences that resonate uniquely within the racing calendar of 21 countries and numerous global territories.

The partnership allows PepsiCo exclusive marketing rights, including high-visibility trackside advertising, hospitality experiences, and special access to track pouring rights across all F1 venues. Notably, it encompasses an alliance with F1 Sprint, a format which has gained immense popularity with viewers, providing PepsiCo a unique avenue to connect with fans on race weekends.

Engaging Fans in New Ways

In their approach to engaging fans, PepsiCo plans to introduce memorable brand interactions that encompass not just the racing locations but also extend through enticing food and drink promotions, digital experiences, and co-branded products. With the synergy between the electrifying world of Formula 1 racing and PepsiCo's commitment to celebrating fan experiences, this partnership has the potential to transform ordinary events into extraordinary celebrations.

Sting Energy: The Official Energy Drink of F1

Among the brands involved, Sting Energy will serve as the Official Energy Drink of Formula 1, combining the exhilaration of racing with the refreshing properties of an energy drink at a competitive price point. As PepsiCo's key player in the energy drink market, Sting is known for unprecedented growth over five years, achieving number one or number two standings in market share across various major global markets. This partnership represents a robust opportunity for Sting's continued expansion as it embarks on its journey alongside Formula 1.

One particularly exciting aspect of this collaboration is Sting Energy’s plans to explore the iconic sounds of Formula 1. Partnering with renowned DJ Armin van Buuren, the brand has devised innovative ways to engage fans through sound, blending the powerful F1 engine sounds with its branding.

Gatorade: Fueling Performance

Gatorade, long recognized as a staple in sports performance, has been designated as Formula 1's Official Sports Drink. This pivotal relationship ensures that Gatorade's hydration solutions are present during fierce competitions, including track signage and media placements—perfectly aligned with the high-octane nature of F1 racing. Gatorade's inclusion as a partner will offer fans a glimpse of how it integrates sports performance into the thrilling world of Formula 1.

Doritos: The Flavor of Racing

Lastly, Doritos steps into the spotlight as the Official Savory Snack Partner of the F1 circuit. This partnership promises innovative culinary experiences, such as introducing Doritos Loaded at race events, effectively combining the excitement of the sport with mouthwatering snack options that fans can indulge in while they revel in the races.

A Bright Future Ahead

The ambitions behind this partnership are clear; PepsiCo’s CEO Eugene Willemsen noted, “This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses.” By aligning their strong brand identities, they aim to craft distinctive and exhilarating fan experiences that cater to the core interests of both brands.

Stefano Domenicali, F1’s President and CEO, echoed this sentiment, emphasizing the celebration of a historic collaboration while highlighting the unique opportunity to engage with fans globally.

As PepsiCo steps into a new realm filled with adrenaline, racing, and engaged audiences, the anticipation builds for how this innovative partnership will shape the future of fan interactions within the realm of Formula 1. With this groundbreaking initiative, both brands aim at elevating their presence and providing fans with unforgettable experiences throughout the upcoming seasons.

About PepsiCo and Formula 1

PepsiCo is not just a leading name in the beverage and food industry but has also made strides in embracing the vibrant landscape of sports and entertainment. With goals to sustain positive change globally, their partnership with Formula 1 signifies a move towards deeper engagement in fan culture across diverse markets. Formula 1 itself stands as the epitome of automotive excellence, marrying tradition with innovation in offering thrilling experiences to racing enthusiasts around the globe.

For more information on PepsiCo's extensive portfolio of iconic brands, visit PepsiCo's website.