Singapore – Formula 1 and PepsiCo have entered into a major multi-year partnership that will see the global food and beverage giant become an Official Partner of the sport through the end of the decade. Announced today, the deal is expected to significantly expand fan engagement and global reach for both brands.
The agreement aligns two of the world’s most recognisable entities, merging the high-octane energy of Formula 1 with PepsiCo’s extensive product portfolio, including Sting Energy, Gatorade, and Doritos. With Formula 1 boasting more than 820 million fans worldwide and PepsiCo’s footprint in over 200 markets, the collaboration offers unprecedented potential to connect with diverse audiences across the globe.
As part of the deal, PepsiCo will roll out immersive fan engagement initiatives beyond the race tracks, such as on-pack promotions, digital content, and interactive brand experiences in Formula 1 Fan Zones. The agreement also includes rights for limited edition, co-branded products to bring the sport closer to fans in everyday settings.
Sting Energy, PepsiCo’s flagship energy drink brand, has been named the Official Energy Drink of Formula 1. Known for its rapid growth in key regions such as India, Pakistan, Egypt, and Vietnam, Sting aims to leverage the sport’s growing popularity to fuel further global expansion.
Gatorade will become the Official Partner of the F1 Sprint, beginning with the Spa-Francorchamps event later this year. The world’s leading sports hydration brand will be featured at key Sprint events in Austin, São Paulo, and Qatar. With Sprint weekends drawing television audiences approximately 10% larger than standard race weekends, the partnership places Gatorade at the center of Formula 1’s fastest-growing format.
Doritos also joins the roster as the Official Savoury Snack Partner of Formula 1, bringing bold flavor to the bold world of motorsport. The brand will enjoy global activation rights, engaging fans at races and through at-home experiences.
PepsiCo’s involvement will extend to F1 Academy, Formula 1’s initiative to support and promote young female talent in motorsport. Further details on that partnership are expected to be announced soon.
Beginning in 2026, PepsiCo’s broader beverage and snack portfolio will be featured across all Formula 1 Grands Prix, with exclusive pouring and supply rights. The company also plans to roll out themed retail promotions, including special packaging and point-of-sale displays, to further solidify its presence within the F1 ecosystem.
This partnership arrives as Formula 1 celebrates its 75th anniversary and continues to push into new cultural and lifestyle spaces, reflecting the sport’s rapid global growth and mainstream appeal.
Formula 1 President and CEO Stefano Domenicali praised the alliance, calling it “a sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world.”
Meanwhile, Eugene Willemsen, CEO of PepsiCo International Beverages, added, “This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences… Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond.”
The partnership marks a new chapter in Formula 1’s commercial evolution and reinforces PepsiCo’s commitment to expanding its global influence through sport, lifestyle, and entertainment. It is worth noting that this is one of many partnerships Formula 1 have formed, which included brands and companies such as Disney, PwC, Barilla, LVMH, LEGO, and KitKat.
