PepsiCo Becomes Official Partner of Formula 1 Until 2030
01 · A Multi-Year Partnership Between Two Global Giants
Formula 1 and PepsiCo announce a multi-year partnership that makes PepsiCo an Official Partner of the sport through 2030. This collaboration brings together some of PepsiCo’s biggest brands like Sting Energy, Gatorade, and Doritos with the high-octane world of Formula 1 racing.
02 · PepsiCo Engages Fans Beyond the Race Track
PepsiCo plans to connect with Formula 1 fans beyond race venues through on-pack promotions, digital content, and co-branded merchandise. The partnership also grants access to Formula 1 Fan Zones and the ability to create exclusive limited edition products.
03 · Sting Energy Named Official Energy Drink of Formula 1
PepsiCo’s flagship energy drink, Sting Energy, joins Formula 1 as the sport’s official energy drink. Sting has experienced rapid growth in markets including India, Pakistan, Egypt, and Vietnam, making it a perfect fit for Formula 1’s expanding global fanbase.
04 · Gatorade Partners with F1 Sprint Races
Gatorade becomes the official partner of the F1 Sprint events, starting at Spa-Francorchamps and continuing at Austin, São Paulo, and Qatar. Sprint weekends have seen a 10% increase in TV viewership.
05 · Doritos Named Official Savoury Snack Partner
Doritos steps in as the official savoury snack partner for Formula 1, gaining global rights to activate the brand at events and through media. This partnership offers fans exciting ways to engage with the brand during race weekends.
06 · PepsiCo Products to Feature at All Formula 1 Grands Prix from 2026
Starting in 2026, PepsiCo’s range of soft drinks and snacks will be available at every Formula 1 Grand Prix. The company will leverage its retail network with themed packaging, point-of-sale promotions, and other marketing initiatives to promote Formula 1.
