Formula One confirms PepsiCo as its new official partner

Formula 1 and PepsiCo have announced a multi-year agreement that will see PepsiCo become an Official Partner of the pinnacle of motorsport until at least the 2030 season.

The multi-year deal between Formula One and PepsiCo will include the powerhouse products of the PepsiCo family, including Sting Energy, Gatorade, and Doritos.

"With Formula 1’s fanbase of more than 820m people worldwide and PepsiCo’s enormous coverage of over 200 markets, the two brands together have unrivalled opportunities to engage existing, new, and diverse audiences around the world at an unprecedented scale," read the statement.

PepsiCo has promised that it "will be prioritizing the creation of meaningful fan engagement beyond just the race venues through exciting on-pack promotions, digital experiences, and unique content that will bring Formula 1 to an even wider audience."

This partnership includes opportunities such as immersive brand experiences in Formula 1 Fan Zones and rights for limited edition, co-branded products.

Sting Energy will join Formula 1 as its Official Energy Drink, "delivering the taste and refreshment of a soft drink with the energizing benefits of an energy drink."

As PepsiCo’s flagship energy brand, Sting has seen rapid global growth across key markets such as India, Pakistan, Egypt, and Vietnam. The partnership marks a platform for Sting’s continued expansion alongside Formula 1’s ever-growing global audience.

Gatorade, the world’s leading sports and isotonic drinks brand, will become the partner of F1 Sprint races which will make its first appearance at Spa-Francorchamps later this year and continuing through the events at Austin, São Paulo, and Qatar.

Furthermore, Doritos will become the official savoury snack partner of Formula 1. In addition, PepsiCo will also extend their partnership to F1 Academy, with further details to be announced in due course.

Commenting on the new agreement, Formula One's President and CEO Stefano Domenicali noted: “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, 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.

"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.”