Formula 1 and PepsiCo have joined forces in a significant multi-year agreement, naming PepsiCo an official partner of the global motorsport series.
This strategic alliance, kicking off running through 2030, sees three of PepsiCo’s leading brands – Sting Energy, Gatorade, and Doritos – integrated across F1’s rapidly expanding worldwide platform.
This partnership marks a powerful collaboration between two iconic global entities. F1’s immense reach, boasting a cumulative global audience of 1.6 billion and an active fanbase exceeding 820 million across 21 racing nations and over 200 broadcast territories, provides PepsiCo with an unparalleled opportunity to connect with existing and new audiences worldwide.
Under the terms of the agreement, Sting Energy has become the official energy drink of F1. This provides a formidable platform for Sting, which has seen rapid global growth in key markets including India, Pakistan, Egypt, and Vietnam, to accelerate its presence on the world stage.
Gatorade is named the official partner of F1 Sprint. Gatorade will bring its legacy of fueling peak athletic performance to motorsport’s dynamic Sprint format, with its sponsorship beginning with select Sprint events later this year, including Spa-Francorchamps, Austin, São Paulo, and Qatar.
Doritos is the official savoury snack partner for F1, bringing its bold flavour to fans whether at the track or watching from home.
Speaking on the occasion, Stefano Domenicali, President & CEO of Formula 1, 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.
“PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences and we will benefit from their energy, their extraordinary products and their loyal community.
“With a long-lasting history of creativity and ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner to share together unique moments along our journey.”
Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo, added, “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.
“Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1’s continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence.”
PepsiCo has secured extensive rights, including prominent TV-visible trackside advertising, engaging Fan Zone activation opportunities at all 21 races, and exclusive marketing rights for the featured brands. Starting in 2026, PepsiCo will also hold exclusive track pouring and product supply rights across all F1 Grands Prix, ensuring seamless brand integration into the event experience.
Beyond the race venues, the partnership is set to deliver memorable fan engagement programs through exciting on-pack promotions, immersive digital experiences, and unique content designed to broaden F1’s audience. This also includes opportunities for limited edition, co-branded products and immersive brand experiences within Formula 1 Fan Zones.
Demonstrating a commitment to the sport’s development, PepsiCo will extend its partnership to F1 Academy, with further details regarding this collaboration to be announced soon. This underscores a dedication to fostering opportunities for women in motorsport.
This partnership further solidifies F1’s position as a premier platform for brands seeking to engage a highly engaged and affluent global audience, joining a distinguished roster of partners including, MSC Cruise, PwC, Disney, Belvedere Vodka, Allwyn, Barilla, ALT Sports Data, Tag Heuer, Louis Vuitton, and Moët Hennessy.
