It comes after F1 added Disney and LEGO as two iconic brands to a growing number of collaborations with the pinnacle of motorsport

With this deal, PepsiCo commits itself long-term to the sport and brings some of its most famous brands to the global stage of Formula 1. The partnership offers great opportunities according to both parties, with the shared reach – more than 820 million F1 fans and over 200 markets for PepsiCo – providing a massive global platform.

PepsiCo will use the partnership to reach fans beyond the circuits through packaging campaigns, digital experiences, and exclusive content. The partnership includes brand experiences in F1 Fan Zones and rights for limited edition co-branded products. In addition, PepsiCo will also become a partner of the F1 Academy.

Sting Energy becomes the official energy drink of Formula 1. Gatorade becomes the official partner of the F1 Sprint, starting with the next sprint weekend at Spa-Francorchamps during the Belgian Grand Prix. Doritos becomes the official ‘savoury snack partner’ of Formula 1.

Stefano Domenicali, President & CEO of Formula 1, says: “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, CEO International Beverages at PepsiCo, adds: “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.”