PepsiCo partners with F1 until 2030
Formula 1 has agreed a multi-year official partnership with PepsiCo until 2030.
The deal has brought together the motorsport series with several of PepsiCo’s brands, including Sting Energy, Gatorade, and Doritos.
As part of the agreement, PepsiCo will focus on creating fan engagement opportunities beyond race venues through promotions, on-pack promotions, digital experiences, and content.
The partnership includes immersive brand experiences in Formula 1 Fan Zones and rights for limited edition, co-branded products.
Sting Energy has become Formula 1’s official energy drink. The brand has seen growth in markets like India, Pakistan, Egypt, and Vietnam, and the partnership is intended to support its expansion alongside Formula 1’s audience.
Gatorade has become the official partner of F1 Sprint events, bringing its legacy and focus on athletic performance to the format. Doritos has become the official savoury snack partner of Formula 1, with global activation rights, aiming to connect Doritos with fans at events and at home.
PepsiCo has also extended its partnership to F1 Academy to support development and opportunity in the sport, with further details expected later. PepsiCo’s wider portfolio will be integrated into the Formula 1 ecosystem through pouring and supply across its soft drinks and snack range at all Formula 1 Grands Prix from 2026. The company will also use its retail network and presence for F1 themed packaging, point of sale materials, and promotions.
The partnership coincides with the sport’s 75th anniversary and reflects its recent popularity growth and efforts to integrate into wider lifestyle and cultural spaces.
Stefano Domenicali, President & CEO of Formula 1, said, “Today is a moment to celebrate the partnership between two iconic and historic global brands.
“A union, a sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world.”
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