PepsiCo announced as Official Partner of Formula 1

Formula 1 and PepsiCo have announced a multi-year agreement that designates PepsiCo as an Official Partner of the renowned racing series through to 2030.

This collaboration aims to fuse the excitement of Formula 1 with PepsiCo’s diverse portfolio of products, including Sting Energy, Gatorade, and Doritos.

The partnership signals a commitment from PepsiCo to elevate fan engagement beyond traditional race venues.

Commenting on the partnership, president and CEO of Formula 1, Stefano Domenicali, said: “Today is a moment to celebrate the partnership between two iconic and historic global brands.”

“A sparkling union that will bring together tradition and innovation, generating excitement, entertainment, and unforgettable experiences for our fans and customers around the world,” Domenicali said.

Chief executive officer of International Beverages at PepsiCo, Eugene Willemsen, 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,” Willemsen mentioned.

Fans can anticipate a range of on-pack promotions, digital experiences, and exclusive content designed to expand the reach of Formula 1, engaging a broader audience and enhancing the overall spectator experience.

Included in the terms of this partnership are immersive brand experiences within Formula 1 Fan Zones and access to limited-edition co-branded merchandise.

Sting Energy has been named the Official Energy Drink of Formula 1, while Gatorade assumes the role of Official Partner of F1 Sprint.

This shift will see Gatorade lending its expertise in peak performance to the high-octane format of F1 Sprint, beginning with the event at Spa-Francorchamps later this year, and continuing at races in Austin, Sao Paulo, and Qatar.

Notably, Sprint weekends have garnered an average TV viewership increase of 10% compared to non-Sprint weekends, indicating a strong fan interest in this exciting format.

In addition, Doritos will take on the title of Official Savoury Snack Partner for Formula 1, ensuring its presence across global racing venues and into the homes of fans, enhancing their viewing experience whether in the stands or on the couch.

PepsiCo’s vision extends to supporting the growth of the sport through its engagement with F1 Academy, with further details to be unveiled in the future.

Moreover, starting in 2026, PepsiCo’s extensive range of beverages and snacks will be introduced at all Formula 1 Grands Prix, creating seamless brand integration across the event’s ecosystem.

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