Singapore – PepsiCo has announced a new global partnership with the Mercedes-AMG PETRONAS Formula 1 Team, set to begin in 2026. The multi-year agreement brings together three of PepsiCo’s brands – Gatorade, Sting, and Doritos – in what the company describes as its first collaboration involving multiple category leaders with an F1 team.
According to PepsiCo, the partnership expands on its existing involvement in Formula 1 and aims to integrate the brands across different areas of the team’s operations, including performance support and fan engagement.
Gatorade, which is marking its first formal involvement in the F1 paddock, will contribute hydration and performance expertise through the ‘Gatorade Sports Science Institute’. The company also noted the physical demands on drivers, highlighting that competitors can lose significant body weight through sweat during a race. Gatorade’s involvement will include a customised hydration strategy for the team.
Mercedes-AMG PETRONAS drivers George Russell and Kimi Antonelli will also feature in fan engagement initiatives connected to the partnership. Russell has established himself as one of the sport’s leading drivers, while Antonelli has attracted attention for his rapid progression through the motorsport ranks.
Moreover, Sting, described by PepsiCo as a leading energy drink in several markets, including India, Pakistan, Vietnam, and Egypt, will also be incorporated into the partnership. The company said the brand’s presence will focus on younger audiences and expanding fan interaction during race weekends.
On the other hand, Doritos will participate through fan-focused activations and marketing initiatives linked to races. PepsiCo stated that the brand’s involvement is intended to enhance the fan experience through global activation rights and themed content.
Commenting on the agreement, Eugene Willemsen, chief executive officer, International Beverages at PepsiCo, said, “This partnership unites performance, energy, and flavor 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, fueling both the athletes and the fans who live for the thrill of F1.”
He added, “Partnering with Mercedes-AMG PETRONAS Formula 1 Team reflects our shared commitment to performance, innovation, and excellence – values that define both our organizations.”
Toto Wolff, team principal & chief executive officer of the Mercedes-AMG PETRONAS F1 Team, added, “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.”
Toto also emphasised, “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.”Moreover, Richard Sanders, chief commercial officer of the team, said, “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.”
