PepsiCo Announced as Official Partner of Formula 1

Formula 1 and PepsiCo Sign Global Partnership

Formula 1 has officially announced a new multi-year sports sponsorship partnership with PepsiCo, making the global food and beverage company an Official Partner of the championship through 2030. The agreement brings together one of the world’s most recognized consumer brands with one of the fastest-growing sports properties globally. 

The partnership includes several major PepsiCo brands, including Sting Energy, Gatorade, and Doritos, all of which will receive prominent visibility across Formula 1 events, broadcasts, digital platforms, and fan experiences.

Sting Energy Named Official Energy Drink of Formula 1

As part of the collaboration, Sting Energy has been named the Official Energy Drink of Formula 1. The brand will benefit from global exposure throughout the Formula 1 calendar, including race weekends, digital campaigns, and on-site fan activations.

Formula 1’s massive international audience gives Sting Energy an opportunity to strengthen brand awareness in key global markets, especially among younger and highly engaged sports fans.

The partnership also aligns with Formula 1’s growing popularity in regions where energy drink consumption and youth engagement continue to rise rapidly.

Gatorade Becomes Official Partner of F1 Sprint

Another major part of the agreement sees Gatorade become an Official Partner of F1 Sprint events. Sprint weekends have become an increasingly important part of the Formula 1 calendar, attracting high audience engagement and delivering additional entertainment for fans.

Through this sponsorship, Gatorade branding will appear across Sprint race broadcasts, trackside advertising, interview backdrops, and fan engagement activities.

The collaboration is expected to help Gatorade strengthen its connection with performance, endurance, and elite competition.

Doritos Joins Formula 1 as Official Savoury Snack Partner

Doritos has also joined the championship as the official savory snack partner of Formula 1. 

The partnership reflects the increasing role of lifestyle and entertainment within modern sports sponsorships. Rather than focusing only on traditional advertising, brands are now creating immersive experiences that connect directly with fans both online and at live events.

Expanded Fan Experiences and Global Campaigns

The agreement between Formula 1 and PepsiCo goes beyond branding visibility. Both organizations plan to launch global marketing campaigns.

Fans can also expect interactive experiences at Grand Prix venues, including branded fan zones, digital activations, and entertainment initiatives designed to increase engagement throughout the season.

This approach highlights how sports partnerships are evolving into year-round marketing platforms that combine live experiences, social media engagement, retail integration, and digital storytelling.

Formula 1’s Growing Commercial Appeal

Formula 1 has experienced major commercial growth in recent years, attracting partnerships with leading global brands across technology, finance, fashion, entertainment, and consumer goods sectors.

The sport’s expanding fanbase, strong social media presence, and increasing popularity among younger audiences have made Formula 1 one of the most valuable sponsorship platforms in international sports.

For global companies like PepsiCo, Formula 1 offers unmatched worldwide visibility through its international race calendar, large television audiences, and growing digital engagement.

Support for Future Motorsport Initiatives

The partnership is also expected to extend into other motorsport initiatives connected to Formula 1. PepsiCo has already confirmed plans to support F1 Academy, the sport’s female driver development series.

This move reflects Formula 1’s broader efforts to increase inclusivity, develop new talent pathways, and expand participation opportunities within motorsport.