PepsiCo® announces official global partnership with Formula 1
PepsiCo launches official global partnership with Formula 1, bringing Sting Energy®, Gatorade® and Doritos® to the fastest growing sport in the world
PepsiCo announces a groundbreaking global partnership with Formula 1® beginning in 2025 as part of a multi-year commitment. This partnership unites the fastest growing sport in the world with three of PepsiCo's key brands: Sting Energy, Gatorade and Doritos. Each brand will come to life through the partnership as the agreement combines the high-energy excitement of Formula 1 with PepsiCo's passion for creating memorable fan experiences around the world. With a cumulative global audience of 1.6 billion viewers and an active fan base of 826 million people, this partnership provides PepsiCo with a powerful platform to connect with consumers across the 21 countries on the racing calendar and in more than 200 territories through broadcast.
As an official partner of Formula 1, PepsiCo has secured extensive rights including: TV-visible on-track advertising, fan zone activation opportunities at 21 races, ticketing and hospitality experiences, exclusive marketing rights for featured brands, as well as exclusive rights for on-track merchandising and product delivery at all race venues worldwide. The agreement also includes an official partnership with F1 Sprint, which has proved extremely popular with fans, with TV viewing figures on Sprint weekends averaging 10% higher than non-Sprint weekends. As part of its long-standing commitment to supporting women in sport, PepsiCo will also extend its involvement to the F1 Academy, with further details to be announced in the coming weeks.
PepsiCo will develop memorable fan engagement programs that include meaningful food and beverage experiences beyond 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 the rights to co-brand limited edition products.
Sting Energy: Official energy drink of Formula 1
Sting Energy will electrify F1 fans around the world with an energy boost for the partnership. The product's unique feature is that it combines the taste and refreshment of a soft drink with the functional boost of an energy drink, at an affordable price. This winning combination has resonated with consumers who want to make the most of every moment.
As PepsiCo's flagship energy brand and one of the fastest growing energy drinks in the world, Sting Energy has experienced explosive growth over the past five years. It now ranks #1 or #2 in market share in key markets where it has been launched, including India, Pakistan, Egypt, Morocco, Myanmar, Sri Lanka and Vietnam. With Sting currently available in 34 markets, this partnership represents a significant opportunity for the continued global expansion of Sting and Formula 1.
In a sport like Formula 1, where fans obsess over every detail, Sting Energy is harnessing the most iconic element of the experience - sound. In collaboration with world-renowned DJ Armin van Buuren, Sting Energy has playfully revealed its unexpected connection to Formula 1 through a fun fan discovery - the unmistakable sound of 'Stinggg' has always been contained within the roar of an F1 engine. What began as a playful studio experiment quickly generated worldwide excitement and sparked a wave of enthusiasm among racing, music and sports fans. The unexpected sound crossover created a viral conversation and set the stage for Sting's bold, immersive fan experiences - fueled by the destructive energy of sound.
Gatorade: Official sports drink of Formula 1
Gatorade is the official sports drink of Formula 1 and official partner of F1 Sprint. Gatorade is the perfect partner between the F1 Sprint series and a brand widely associated with high performance and sporting success.
This sponsorship includes the provision of beverages at the event, on-site branding such as trackside signage, broadcast graphics and interview backdrops during the Sprint weekends. Gatorade's sprint sponsorship will begin later this year, giving fans their first taste of this partnership.
Doritos: Official Snack Partner of F1
As the official snack partner of Formula 1, Doritos - the boldest snack - joins forces with the boldest sport. This partnership will bring the unmistakable taste of Doritos to F1 fans around the world, creating exciting culinary experiences with Doritos Loaded at the racetracks and beyond. With global activation rights, Doritos will elevate the taste on and off the track.
"This groundbreaking partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating exceptional fan experiences," said Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo. "Formula 1's unrivaled global platform and tremendous growth align perfectly with our ambitions to advance our brands - particularly Sting Energy - on the world stage. Together we will deliver bold, innovative experiences that engage drivers and fans at the races and far beyond. At the same time, we will support Formula 1's continued expansion to new audiences around the world in markets where PepsiCo and Sting have a strong presence."
Stefano Domenicali, President and CEO of Formula 1, said:
"Today is the right moment to celebrate the partnership between two iconic and historic global brands - a brilliant union that brings together tradition and innovation and will provide excitement, entertainment and unforgettable experiences for our fans and customers around the world.
"PepsiCo will leverage Formula 1's unique potential as a global platform to engage new audiences and we will benefit from its energy, exceptional products and loyal community.
"With a long history of creativity and the ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom we can share unique moments on our journey."
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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