PepsiCo Partners with Formula 1 In Major Five-Year Global Deal
PepsiCo announces a worldwide partnership with Formula 1 making Sting Energy, Gatorade and Doritos official partners and promising unique fan experiences globally.
Anureet Kaur
PepsiCo Partners With Formula 1 In Major Five-Year Global Deal
In a landmark move that unites two global powerhouses, PepsiCo has announced a official partnership with the Formula 1 and the world’s fastest-growing motorsport. The five-year deal revealed in May 2025 and will se PepsiCo’s leading brands-Sting Energy, Gatorade and Doritos become the official partners of Formula 1 by bringing new energy, hydration and snacking experiences to fan around the globe.
Strategic Alliance for Global Impact
This partnership marks a significant step in PepsiCo’s ongoing strategy to elevate its brands through high-profile sports sponsorships. With Formula 1’s audience reaching over 1.5 billion viewers annually and its fanbase expanding rapidly in key markets and the collaboration offers PepsiCo an unparalleled platform to engage the consumers worldwide.
Sting Energy® will serve as the Official Energy Drink of Formula 1 leveraging the sport’s high-octane appeal to reinforce its own bold and energetic brand identity. Gatorade®, a global leader in sports hydration is now the Official Sports Drink of Formula 1 and the exclusive partner of F1 Sprint events—short-format races that have become a fan favourite for their intensity and unpredictability. Doritos® is known for its bold flavors , tastefulness and playful brand spirit has been named the Official Savory Snack Partner of Formula 1.
Fan Engagement and Brand Integration
The partnership goes far beyond than simple logo placement. PepsiCo’s brands will be integrated into the Formula 1 experience at multiple levels:
- Trackside Advertising: Sting Energy, Gatorade and Doritos will enjoy TV-visible branding at all the 21races on F1 calendar by ensuring the maximum exposure to global audiences as well.
- Fan Zone Activations: PepsiCo will set up fun and interactive spaces at race venues where fans can enjoy and experience their favorite products in new and exciting ways.
- Exclusive Pouring and Supply Rights: PepsiCo beverages and snacks will be available at the official F1 events further making the brands into the all-race day experience.
Supporting Diversity and Innovation
The agreement also extends to the F1 Academy, Formula 1 initiative is to promote and develop female talent in the motorsport. PepsiCo’s involvement will help the academy to amply the reach and impact it by aligning the company’s broader commitment to diversity and inclusion.
Additionally, the partnership will see PepsiCo leveraging Formula 1’s global footprint to introduce new products and marketing innovations. For example, sound branding for Sting Energy will be inspired by the iconic roar of F1 engines and by creating a sensory connection between the product and the sport.
Leadership Perspectives
Eugene Willemsen, CEO of International Beverages at PepsiCo expressed enthusiasm for the partnership, stating:
“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences. Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1’s continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence.”
Stefano Domenicali, President and CEO of Formula 1, welcomed the collaboration, saying:
“With a long-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey. We look forward to working together to create unforgettable experiences for our fans around the world.”
Looking Ahead
The new partnership between PepsiCo and Formula 1 is expected to raise the bar for sports marketing and fan experiences. By bringing together PepsiCo’s creative branding and Formula 1’s worldwide popularity and loyal fans, the two aim to create exciting and memorable experiences both at the races and beyond.
As the 2025 season unfolds this amazing partnership, fan can look forward to seeing Sting Energy, Gatorade and Doritos take center stage at some of the world’s most iconic racing venues while enjoying new ways to connect with their favourite brands through digital content, promotions and in person activations. This partnership not only strengthen PepsiCo’s position as a leader in the beverage and snack industry. However, it also reinforces Formula 1’s status as the ultimate platform for global brand partnerships.
