F1 Reveals Exciting Partnership with Global Icon

Formula 1 has revealed a major new partnership with PepsiCo, bringing the food and beverage giant’s leading brands directly into the heart of the sport. The multi-year deal was confirmed in F1’s 75th anniversary season and will run through 2030.

PepsiCo’s popular products, including Sting Energy, Gatorade, and Doritos, will be showcased at races around the world. Fans can expect Sting Energy to become F1’s official energy drink, while Gatorade will be the official partner of F1 Sprint events.

Doritos is now the official savoury snack of F1, adding to the international flavor at each Grand Prix weekend. The agreement gives PepsiCo strong brand visibility at all 21 races through advertising trackside and fan engagement via creative activations.

Products will be available at circuits, with marketing efforts extending to home audiences through digital content, special packaging, and unique F1-themed experiences. The announcement was made by F1 CEO Stefano Domenicali, who said this partnership unites two iconic global brands aiming to offer exciting and memorable experiences for fans.

Domenicali noted the deal will connect PepsiCo with new audiences and add fresh energy to the sport through collaborations and fan rewards. PepsiCo’s involvement will also support series like F1 Academy, boosting the sport’s global outreach.

PepsiCo vice president Adam Warner highlighted an innovative campaign featuring Sting Energy. The campaign includes Dutch DJ Armin van Buuren revealing the word “Stinggg” hidden in the sound of an F1 engine, merging racing, music, and energy drinks for a viral fan moment.

Gatorade will be emphasized during F1 Sprint broadcasts and at key locations within the F1 paddock. Doritos branding will appear on promotional materials and event signage, offering fans more ways to enjoy their favorite snacks during race weekends.

This agreement follows a trend of major brands investing in Formula 1 as the sport’s global audience grows year on year. The 2025 calendar is one of the busiest yet, with races in key markets such as Spain, Canada, Austria, Britain, and Belgium.

With over a billion PepsiCo products served daily in more than 200 countries, and F1 events reaching millions of viewers, this collaboration is set to drive fan engagement and brand awareness to new heights. As F1 introduces new technical regulations, circuits, and fan experiences, this partnership arrives when the sport is more popular than ever.

Both organizations are focused on combining tradition with innovation to shape F1’s future and attract more global fans. PepsiCo’s presence at races, on screens, and across digital platforms will give supporters more chances for interaction and exclusive prizes tied to their favorite drivers and teams.

The Formula 1 and PepsiCo collaboration is scheduled to launch in the second half of the 2025 season. Product rollouts and campaign activations will continue throughout the remainder of the decade, promising a busy race schedule, fresh contests, and new energy at the track.