Formula One and PepsiCo announce multi-year team-up

Formula One has announced a multi-year partnership with PepsiCo, bringing it on board as an Official Partner until 2030.

The deal will ensure that PepsiCo brands Sting Energy, Gatorade, and Doritos are present at race weekends and integrated into the sport.

Sting Energy will also serve as the series’ Official Energy Drink, while Gatorade will take on the role of Official Partner of the F1 Sprint. Doritos, meanwhile, will serve as F1’s Official Savoury Snack Partner, enjoy global activation rights, and feature in the stands and hospitality areas.

Additionally, PepsiCo will extend its partnership to F1 Academy, with more details to be revealed later.

On the partnership, Stefano Domenicali, President and CEO, Formula One, said:

“Today is a moment to celebrate the partnership between two iconic and historic global brands. A sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world. PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences and we will benefit from their energy, their extraordinary products and their loyal community. With a long-lasting history of creativity and ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner to share together unique moments along our journey.” 

Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo, added:

“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences. Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands – particularly Sting Energy – on the world stage. 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.“