Formula 1 has announced a multi-year global partnership with PepsiCo, marking a significant alignment between the international motorsport and the food and beverage conglomerate. The agreement, which runs through 2030, will see the integration of several high-profile PepsiCo brands—Sting Energy, Gatorade, and Doritos—into various facets of the sport’s commercial and fan engagement activities.
The tie-up brings together Formula 1’s growing global audience, estimated at 820 million, and PepsiCo’s presence in more than 200 countries, with both parties aiming to expand their appeal among younger and more diverse consumer segments. The partnership is designed to span on-track events, digital activations, retail visibility, and co-branded product offerings.
As part of the agreement, Sting Energy, which has established a strong consumer base in markets such as India, Pakistan, Egypt, and Vietnam, will become the Official Energy Drink of Formula 1. The deal is expected to support the brand’s continued global expansion, leveraging F1’s broad international reach.
Gatorade, PepsiCo’s leading sports drink, will serve as the Official Partner of the F1 Sprint—a shorter race format that has been integrated into select Grand Prix weekends. Beginning with the Sprint at Spa-Francorchamps, Gatorade branding and activations will appear at several races, including those in Austin, São Paulo, and Qatar.
Doritos will be the Official Savoury Snack Partner of Formula 1, with a marketing plan that includes both trackside branding and consumer-facing promotions. The brand’s visibility will extend to retail settings and on-pack campaigns aimed at connecting the racing experience with everyday consumption.
Beyond sponsorship, PepsiCo plans to execute a broad range of activations, including limited-edition products, interactive digital content, and presence in F1 Fan Zones. From 2026, its snack and beverage products will also be available across the F1 circuit, embedding the company into the sport’s hospitality and event infrastructure.
The agreement also includes support for F1 Academy, an initiative launched by Formula 1 to promote young female drivers and foster inclusivity in motorsport. Details of this aspect of the partnership will be announced at a later stage.
In a statement, Formula 1 President and CEO Stefano Domenicali described the partnership as a convergence of two global brands with a shared focus on innovation and fan engagement. “PepsiCo is the ideal partner to share together unique moments along our journey,” he said.
Eugene Willemsen, CEO of International Beverages at PepsiCo, highlighted the deal as a move to elevate the global profile of PepsiCo’s portfolio. “Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions, particularly for Sting Energy,” he said.