Tag: Gatorade

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.

United States – Gatorade, the iconic sports drink from PepsiCo, is expanding its ‘Fuel Tomorrow’ sport platform globally in a bid to address equity in sport. What started as a US-based initiative will roll out globally in a series of initiatives within this year.

For Gatorade, they are committed to help 2,500,000 teens across the world access the life-changing power of sport by 2030. Moreover, it promises to continue its mission to increase participation and to inspire future generations to get active.

Kicking off in May, the brand’s renowned grassroots football tournament for teens aged 14-16, 5v5, will take place in Bilbao with an all-female tournament and in London with both male and female tournaments. Designed to promote and showcase equal opportunities for young talent, the tournament – now in its seventh year – has been delivering positive formative sporting experiences to thousands of young amateur athletes from all over the world, providing over 151,000 young adults from diverse backgrounds the opportunity to excel to date.

May will also see an extension of the brand’s ‘Confidence Coach’ initiative following the successful launch with Rachel Yankey and Andriy Shevchenko in 2023. Fuelled by the finding that a lack of confidence within teens has a huge impact on the drop-out rate of sport, this innovative programme aims to inspire future generations by partnering with some of the world’s most iconic football players as Confidence Coaches to share their experience first-hand and motivate aspiring players.

The final programme coming later this year will be the ‘Fuel Tomorrow Fund’. Created to encourage community integration to cover the cost of equipment and spaces to play sport in low-income areas in key markets.

Bart LaCount, vice president of marketing at Gatorade, said, “Gatorade’s Fuel Tomorrow platform embodies our core mission – that is to ignite the potential that is inside each one of us, that can be unleashed through sport and being active. Unfortunately, not everyone has equal access to those opportunities – but at Gatorade, we believe everyone should be able to access sports and we firmly believe that barriers to participation should not exist. Gatorade looks forward to a future in which everyone, everywhere, can unlock the life-changing power of sport.”

Australia – Gatorade has launched a new brand positioning named ‘Water wasn’t made for this.’ This new perspective was created by the brand experience firm Akcelo, and the launch includes a full, integrated campaign that spans Australia. 

The brand film acts as a reminder that intense and sweaty workout routines could require more than just water. In particular, it emphasises how crucial it is to refuel with Gatorade No Sugar in order to replace electrolytes, salt, and potassium.

The first movie, directed by Justin McMillan of TAXI Films, honours water by recognizing both its intrinsic limitations and its essential role in life as we know it. Similarly, the out-of-home (OOH) advertisements, which were shot by Chris Searle of Title Artist Management, show how the intense physical demands of events like a hot tennis match, a sweaty gym session, or a breathless run call for the addition of Gatorade No Sugar.

‘Water wasn’t made for this’ goes beyond movie theatres, outdoor spaces, and social media to ambient locations where athletes sweat the most staircases, hefty kettlebells, pull-up bars, and outdoor gyms.

Speaking about the film, Vandita Pandey, chief marketing officer ANZ of PepsiCo Snacks and Beverages, said, “This new positioning puts a really relevant spin on hydration, something exercise fanatics take extremely seriously. It’s exciting to go beyond the usual media placements and utilise some hyper-targeted opportunities to speak to people during sweaty moments.” 

Meanwhile, Aden Hepburn, CEO of Akcelo, said, “In a category defined by fast-paced, high octane visuals and nothing but glossy, muscular and impossibly toned physiques, we opted for a different take – a powerful insight, executed with stillness, simplicity and craft. This work represents a big shift for our partners at PepsiCo, and we couldn’t be prouder to play our part.”