Sting

PepsiCo’s energy drink Sting is racing into the global spotlight with a major announcement: the brand will become an Official Team Partner of the Mercedes-AMG PETRONAS Formula 1 Team starting in 2026. The reveal didn’t follow the usual script of podiums, drivers, or trackside billboards. Instead, Sting chose a high-octane digital film, letting the Mercedes F1 car take center stage as the engine revved into an elongated “STINGGGGGG.” This bold creative decision immediately set the tone for a partnership built on speed, innovation, and cultural impact.

A Digital-First Approach to F1 Storytelling

By making the car “speak,” Sting signaled a fresh approach to brand storytelling in the world of Formula 1. The film focused on energy, adrenaline, and sonic identity rather than traditional brand placements. The strategy worked instantly—creators and motorsport influencers flooded social media, amplifying the content and proving how much modern F1 culture thrives on fan-driven digital engagement.

This move highlights a growing shift in the sport. Today’s F1 audience doesn’t just watch races; they live online, follow creators, and consume content that blends entertainment with performance. Sting’s entry into the sport taps directly into this cultural momentum.

A Multi-Brand Push from PepsiCo

PepsiCo is positioning this partnership as a powerful multi-brand collaboration that brings together Sting, Gatorade, and Doritos. According to Eugene Willemsen, CEO of International Beverages at PepsiCo, the partnership unites “performance, energy, and flavour under one banner.” The trio of brands aims to fuel athletes, energize fans, and stay rooted in the culture surrounding the sport.

Gatorade’s deep expertise in sports hydration, Sting’s bold and youthful energy, and Doritos’ pop-culture influence create a unique synergy. PepsiCo plans to use this trio to connect with global F1 fans across digital platforms, trackside activations, and campaign-driven experiences.

Mercedes Sees a Strategic Fit

Mercedes-AMG Petronas F1 Team Principal Toto Wolff welcomed the collaboration as a natural alignment. He highlighted how PepsiCo’s innovation, performance-driven mindset, and strong brand portfolio reinforce the team’s values. Wolff emphasized that each PepsiCo brand brings something special to the table—from science-backed hydration to lifestyle relevance.

Richard Sanders, Chief Commercial Officer of the team, added that PepsiCo’s involvement will elevate fan experiences both at the track and online. The team expects the partnership to enhance day-to-day operations and expand the ways they engage with fans around the world.

A Major Partnership Ahead of a Pivotal F1 Season

The Sting–Mercedes partnership will make its official debut in the 2026 Formula 1 season, a year that marks major technical regulation changes and potentially tighter competition across the grid. With new power unit rules and fresh design philosophies coming into play, 2026 represents a reset moment for every team — making it a prime time for Sting to enter the sport.

By blending high-speed performance with bold digital creativity, Sting and Mercedes are set to create a partnership that goes far beyond logos on a car. They’re gearing up to energize fans, reshape content experiences, and make a mark on one of the world’s fastest-growing sports.