PepsiCo turbocharges global fan engagement with F1 partnership

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PepsiCo has signed a multi-year global partnership with Formula 1 (F1), set to begin in 2025, bringing three of its flagship brands Sting Energy, Gatorade, and Doritos, into the fast lane of global sports marketing.

The deal grants PepsiCo extensive rights across F1’s 21-race calendar and more than 200 broadcast territories, including trackside advertising, fan zone activations, hospitality packages, product exclusivity, and branded content rights. It also covers the F1 Sprint series and extends to the F1 Academy, with further details to be announced.

According to a statement, the partnership is designed to drive PepsiCo’s ongoing strategy to create fan-centric experiences and amplify brand visibility through live events, digital platforms, and co-branded merchandise. The company plans to roll out on-pack promotions, immersive brand activations, and limited-edition products as part of its global campaign.

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Sting Energy, currently available in 34 markets, will serve as the official energy drink of F1. According to PepsiCo, the brand has gained traction in key regions such as India, Egypt, and Vietnam, where it ranks in the top two for market share.

In a marketing stunt blending motorsport and music, Sting Energy teamed up with Dutch DJ Armin van Buuren to highlight the sonic overlap between the word “Sting” and the roar of an F1 engine, a campaign aimed at driving viral moments and experiential tie-ins throughout the season.

Gatorade joins as the official sports drink and an official partner of F1 Sprint. The sponsorship includes on-site hydration and branding across broadcast graphics, track signage, and interview backdrops during Sprint weekends. The partnership will soft launch later this year, ahead of a full rollout in 2025.

Meanwhile, Doritos comes on board as the official savoury snack partner. The brand will activate at race venues through culinary experiences such as “Doritos loaded,” aiming to align its bold flavour identity with the high-octane atmosphere of F1.

With F1’s global cumulative audience reaching 1.6 billion and an active fan base of 826 million, the partnership aims to give PepsiCo a platform to deepen brand engagement across global markets, well beyond the track.

"This landmark partnership with F1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences. F1'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 F1's continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence," said Eugene Willemsen, CEO of International Beverages, PepsiCo.

In tandem, Stefano Domenicali, president and CEO of F1 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."

He added, "PepsiCo will tap into the unique potential of F1 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-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."

The tie-up comes amid a flurry of new brand activity for the sport. F1 recently partnered with Disney to launch a multi-market campaign aimed at younger audiences, with Mickey Mouse taking centre stage in content, merchandise and fan experiences. At the same time, PwC has signed on as F1’s official consulting partner, while pasta brand Barilla joined the grid in April under a multi-year deal.

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