Mercedes signs multi-year global partnership with PepsiCo
German Formula One team Mercedes have announced a new global multi-year partnership with PepsiCo which will see PepsiCo’s brands Gatorate, Doritos and Sting join the Mercedes team. PepsiCo and Mercedes will work together on various campaigns which will star Mercedes’ drivers, George Russell and Kimi Antonelli along with other fan engagement activities promoting the three PepsiCo brands.
Mercedes will use the expertise of the Gatorade Sports Science Institute (GSSI) to deliver performance solutions for their team.
Toto Wolff, Team Principal & Chief Executive Officer, Mercedes-AMG PETRONAS F1 Team, said,
“Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, commented,
“We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”
Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, added,
“This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team. Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared commitment to performance, innovation, and excellence – values that define both our organizations.”
