PepsiCo will partner with Formula 1 from 2025, making Sting Energy, Gatorade, and Doritos official sponsors in a global multi-year deal.
The agreement includes prominent advertising rights, fan engagement zones at all 21 races, product supply at race venues, and a presence in F1’s expanding broadcast reach across more than 200 territories. PepsiCo will also partner with F1 Sprint and the F1 Academy.
Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo, said This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences.
“Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands – particularly Sting Energy – on the world stage.”
Sting Energy will become the Official Energy Drink of Formula 1, while Gatorade will be the Official Sports Drink and a partner of F1 Sprint. Doritos will be the sport’s Official Savoury Snack Partner. Each brand will activate through trackside branding, digital campaigns, co-branded products, and food and beverage experiences at events.
PepsiCo will also support the F1 Academy, a development series for female drivers, with more details to be announced.
Stefano Domenicali, President and CEO of Formula 1, said PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences, and they will benefit from their energy, their extraordinary products, and their loyal community.
“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.”
The deal comes as Formula 1 continues to grow its global fan base, with a reported cumulative audience of 1.6 billion and 826 million active fans worldwide.
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