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PepsiCo's Bold Leap into Formula 1

In a move that has captured attention globally, PepsiCo has announced a significant official partnership with Formula 1 (F1), one of the fastest-growing sports worldwide. This collaboration, set to commence in 2025, sees PepsiCo bringing together three of its iconic brands—Sting Energy, Gatorade, and Doritos—into the thrilling world of motorsport.

A Union of Powerhouses

PepsiCo's decision to partner with Formula 1 aims to create unforgettable experiences for millions of fans. The partnership promises to harness the electric energy of F1 racing, propelling PepsiCo’s commitment to enhancing fan engagement across the globe. With a staggering cumulative global audience of 1.6 billion and an active fan base of 826 million, this partnership offers an unparalleled platform for PepsiCo to connect with consumers in 21 countries on the racing calendar and over 200 territories around the world.

Comprehensive Rights and Activations

As an official partner, PepsiCo has secured extensive rights, including TV-visible advertising at race tracks and activation opportunities in the fan zones at 21 races. This also encompasses exclusive marketing rights for the featured brands, hospitality experiences, and the provision of products at all racing venues globally. Furthermore, the partnership includes collaboration with F1 Sprint, a popular format that attracts higher TV viewership.

Empowering Women in Sports

PepsiCo is also extending its commitment to promoting women in sports by engaging with the F1 Academy, a significant initiative aiming to support female athletes in motorsport. More details about this aspect of the partnership will be unveiled in the coming weeks.

Engaging Fan Experiences

Through innovative fan programs, PepsiCo plans to deliver meaningful food and beverage experiences that extend beyond the race venues. This will include exciting on-pack promotions, digital experiences, and unique content aimed at broadening the appeal of Formula 1 to an even larger audience. The partnership will utilize striking branding opportunities in the F1 fan zones and offer co-branding initiatives with limited edition products.

Spotlight on Sting Energy

Among the brands involved, Sting Energy will be the official energy drink of Formula 1. Blending the refreshing taste of a soda with the performance boost of an energy drink, Sting aims to electrify fans throughout the partnership. The product has already made significant strides in major markets such as India, Pakistan, and Egypt, carving out a notable market share. Sting Energy's collaboration with world-renowned DJ Armin van Buuren has similarly attracted attention, creating an exciting crossover that resonates with F1 fans.

Gatorade: Fueling Performance

Recognized as the official sports drink of F1, Gatorade will provide hydration solutions during events and brand its identity across multiple platforms, including track signage and during race weekends. This partnership with Gatorade promises to enhance athletes' performance dynamics within the realm of high-speed racing.

Doritos: Elevating Snack Time

Doritos, as the official snack partner, adds a flavorful twist to the F1 experience by offering distinctive culinary delights such as Doritos Loaded at circuits. This partnership is designed to bring the unique taste of Doritos to fans worldwide, ensuring that snacks remain an integral part of the F1 viewing experience.

Celebrating a Historic Partnership

This landmark collaboration was well received by both parties, with Eugene Willemsen, CEO of International Beverages at PepsiCo, stating, “This groundbreaking partnership presents the perfect fusion of two global powerhouses, sharing a passion for crafting extraordinary fan experiences.” Similarly, Stefano Domenicali, President and CEO of Formula 1, affirmed the significance of this partnership, highlighting its potential to create exciting moments for fans.

As PepsiCo embarks on this incredible journey with Formula 1, fans can anticipate a spectacular amalgamation of sports, entertainment, and unforgettable experiences that transcend the racing track.