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A Historic Collaboration

In a groundbreaking announcement made today, PepsiCo has revealed its long-term partnership with the esteemed Mercedes-AMG PETRONAS F1 Team, commencing in 2026. This collaboration merges iconic brands such as Gatorade, Sting, and Doritos with one of the most successful teams in Formula 1 history. This initiative signifies not only a major move for PepsiCo but also reflects the growing appeal and global fanbase of F1 racing.

Enhancing Performance

The partnership's foundation lies on enhancing athlete performance, rooted in Gatorade's 60-year legacy and its renowned expertise from the Gatorade Sports Science Institute (GSSI). Recognizing the extreme physical demands placed on F1 drivers, who can lose up to 4 kilograms during a race, Gatorade aims to implement innovative hydration strategies to optimize performance for the Mercedes-AMG PETRONAS F1 Team. With every millisecond being crucial in racing, this tailored hydration initiative promises a competitive edge for the team.

Celebrity Driver Engagement

Prominent drivers George Russell and Kimi Antonelli, representing two distinct generational talents, will actively engage with fans through various initiatives showcasing the combined strengths of Gatorade, Sting, and Doritos. Both drivers are instrumental in amplifying the brand’s connection to its audience, delivering thrilling insights and experiences that resonate with F1 enthusiasts globally.

Resonating with Global Audiences

Part of this partnership is also leveraging Sting, a leading energy drink in markets like India, Pakistan, and Egypt. By integrating its vibrant brand spirit into race weekends, Sting aims to engage and mobilize Gen Z audiences, connecting them to the electrifying world of F1 faster than ever. As F1 penetrates deeper into these high-growth regions, this association emphasizes a shared vision for expansion and brand resonance.

Igniting Flavorful Experiences

Moreover, Doritos will serve a crucial role in enhancing fan engagement across the globe. Known for its bold flavors, Doritos plans to enrich race weekends with refreshing brand activations that mirror the thrill and precision of F1 racing. This partnership will showcase not merely a mix of snacks but a fusion of excitement and adrenaline that elevates the overall experience for race attendees and viewers alike.

Eugene Willemsen, PepsiCo’s CEO for International Beverages, remarked, "This partnership showcases performance, energy, and bold flavor united under one banner — aligning three of PepsiCo's iconic brands with the world’s most successful F1 team." He added, "By integrating Gatorade, Sting, and Doritos into the F1 culture, we are fueling both athletes and fans who live for the excitement of this sport."

The Words of the F1 Team

Toto Wolff, Team Principal and CEO of Mercedes-AMG PETRONAS F1 Team, expressed his enthusiasm regarding PepsiCo joining the team's partner ecosystem. "Welcoming a company with a solid portfolio like PepsiCo signifies our team and sport's strength. Their commitment to peak performance through innovation aligns perfectly with our values. Each brand adds unique strengths to improve not just our performance, but also the supporter experience worldwide."

Richard Sanders, the commercial director for the Mercedes-AMG PETRONAS F1 Team, expressed excitement over PepsiCo's potential impact. "We are thrilled to welcome PepsiCo. Their industry expertise will facilitate exceptional experiences for our fans both on the circuit and beyond, significantly enhancing our communication and operations on a global scale."

About PepsiCo and the Future

PepsiCo showcases a vast portfolio of globally recognized brands consumed over a billion times daily. With nearly $92 billion in net revenue generated in 2024, their products include popular names like Lay's, Doritos, and Gatorade. PepsiCo aims to lead the snack and beverage industry while prioritizing sustainability through their pep+ initiative, targeting growth, resiliency, and social responsibility.

Mercedes-AMG PETRONAS F1 Team’s Legacy

Mercedes' racing legacy stretches back to 1901, and today its F1 team demonstrates cutting-edge technology and performance at the highest racing levels. With a remarkable track record of eight consecutive constructors' championships, the team is committed to excellence both on and off the track. Their pledge to inspire future generations while maintaining a positive global impact sets them apart in the industry.

This partnership marks an exciting new chapter for both PepsiCo and the Mercedes-AMG PETRONAS F1 Team, engaging fans and enhancing performance like never before. For more insights on this collaboration, visit PepsiCo's website and Mercedes-AMG PETRONAS F1 Team's site.