Mercedes-AMG PETRONAS F1 Team inks multi-brand partnership with PepsiCo

Mercedes-AMG PETRONAS F1 Team has unveiled a landmark global partnership with PepsiCo, set to begin in 2026. The multi-year deal will see three of PepsiCo’s flagship brands - Gatorade, Sting, and Doritos, -integrated across the team’s operations, marking the first time three category-leading PepsiCo brands have partnered with a single F1 team.

Gatorade will bring its 60-year heritage and expertise from the Gatorade Sports Science Institute (GSSI) to the paddock for the first time. In a sport where drivers can lose up to four kilograms through sweat in a single race, hydration is critical.

The partnership will implement a fully customised performance hydration strategy, giving Mercedes-AMG PETRONAS F1 Team a potential edge in a competition defined by milliseconds.

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The deal also leverages the appeal of Mercedes-AMG PETRONAS F1 Team drivers George Russell and Kimi Antonelli. Russell, an established F1 talent, offers an authentic connection to fans worldwide, while Antonelli represents the sport’s next generation. Both will feature in fan engagement initiatives highlighting the strengths of Gatorade, Doritos and Sting, from behind-the-scenes content to interactive activations.

Sting, the leading energy drink in markets including India, Pakistan, Vietnam and Egypt, will extend its high-energy positioning to the F1 paddock. With strong footholds in emerging markets, Sting aims to connect Gen Z fans with the team and accelerate F1 excitement across regions aligned with both the sport’s and Mercedes-AMG PETRONAS F1 Team’s growth.

Doritos will complement the partnership with its bold, flavour-forward identity, bringing immersive fan experiences to race weekends. From global activations to on-the-ground fan engagement, Doritos aims to capture the intensity of Grand Prix racing while delivering a snacking experience that mirrors F1’s speed and precision.

The partnership positions PepsiCo at the centre of Formula 1’s global momentum, combining performance, energy and fan-first activations across the world’s fastest sport.

“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”, said Eugene Willemsen, chief executive officer, international beverages at PepsiCo.

He added, “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 organisations.”

In tandem, Toto Wolff, team principal and 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."

Wolff said the partnership leverages each brand’s strengths: Gatorade’s sports science expertise, Sting’s youthful energy, and Doritos’ cultural relevance. He noted that together, they would support the team’s performance while elevating fan experiences globally.

Mercedes-AMG PETRONAS F1 Team’s chief commercial officer, Richard Sanders, described the partnership with PepsiCo as a boost to both fan engagement and day-to-day operations. He noted that the collaboration would help the team deliver stronger experiences at the track and beyond, while enhancing connections with audiences worldwide.

The deal with Mercedes-AMG PETRONAS F1 Team follows PepsiCo’s broader global push into Formula 1. The company signed a multi-year partnership with F1 in 2025, bringing Sting Energy, Gatorade and Doritos onto the sport’s global stage.

That agreement grants PepsiCo rights across the 21-race calendar and more than 200 broadcast territories, covering trackside advertising, fan zone activations, hospitality packages, product exclusivity, and branded content. It also extends to the F1 Sprint series and the F1 Academy, with plans for on-pack promotions, immersive activations, co-branded merchandise, and limited-edition products to connect fans worldwide.

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