Mercedes-AMG PETRONAS F1 Team, the seven-time Formula One Constructors’ Championship winner, has unveiled a major global partnership with PepsiCo that will begin in 2026.
The agreement brings Gatorade, Sting, and Doritos into the team’s commercial roster, marking the first time PepsiCo has activated three category-leading brands with a single Formula 1 outfit.
Under the multi-year deal, PepsiCo will support Mercedes across race operations, performance programmes, and global fan marketing. The partnership expands PepsiCo’s growing presence in F1 and strengthens its sports performance strategy through Gatorade, the world’s leading sports hydration brand. Sting, PepsiCo’s fast-growing energy drink, will focus on fan engagement and digital activations, while Doritos will drive consumer marketing and lifestyle-led campaigns targeted at the sport’s young, multicultural audience.
Gatorade will integrate its performance science and hydration systems into Mercedes’ high-performance setup, supporting drivers and trackside personnel across the season. Sting will build race-week fan initiatives around global markets, and Doritos will extend its cultural footprint through trackside branding, experiential zones, and social-first content.
Commenting on the occasion, Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, said, “This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team. Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared commitment to performance, innovation, and excellence – values that define both our organisations.”
Toto Wolff, Team Principal & Chief Executive Officer, Mercedes-AMG PETRONAS F1 Team, added, “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, continued, “We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”
The partnership arrives at a pivotal moment for Mercedes as the 2026 technical regulations introduce a new power unit formula and a broader competitive reset. PepsiCo’s three-brand activation offers Mercedes layered reach across performance innovation, lifestyle marketing, and global fan communities, aligning with Formula 1’s rapid expansion into younger demographics.
For PepsiCo, the deal joins a fast-expanding global sports portfolio. The company is a founding partner of Everton’s new stadium, holds long-term partnerships in the Saudi Pro League, has Son Heung-min as an ambassador, maintains an extended collaboration with Wembley Stadium until 2030, and continues its UEFA Women’s Football commitments through the same period.
On track, Mercedes is on course to finish second in the F1 Constructors’ Championship with 459 points, powered by George Russell’s 309-point campaign and an impressive debut season from rookie Kimi Antonelli, who has contributed 150 points. Red Bull trails closely, setting up a tense final showdown at the Abu Dhabi Grand Prix this weekend.
With a full regulation reset approaching in 2026, Mercedes views this new era as an opportunity to return to championship contention and rebuild a competitive edge both on and off the track.
