PepsiCo Just Backed Mercedes F1 With Three Brands and Fans Are Talking

Campaign Snapshot

▶Brand: PepsiCo, AMG Petronas F1

▶Announcement Date: December 2, 2025

▶Primary Product / Focus: Brand Partnership

PepsiCo is going full throttle into Formula 1 with not one, but three brands.

The snack-and-drink giant revealed a multi-year global alliance pairing PepsiCo with Mercedes‑AMG PETRONAS F1 Team beginning in 2026.

The deal brings together three of PepsiCo’s biggest names:

• Gatorade
• Sting
• Doritos

In doing so, it becomes the first time a company has deployed multiple category-leading brands with a single F1 team.

“This partnership unites performance, energy, and flavor under one banner, connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team,” said Eugene Willemsen, CEO of International Beverages at PepsiCo.

“Through Gatorade, Sting and Doritos, we’re inside the culture of the sport, fueling both the athletes and the fans who live for the thrill of F1.” 

From Mercedes’s side, Team Principal Toto Wolff welcomed the alliance.

“As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence,” he said, noting how each PepsiCo brand brings something distinct.

“Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique.”

What to Expect On and Off Track

The three-brand partnership will manifest in different ways. 

First off, Gatorade will introduce the capabilities of the Gatorade Sports Science Institute (GSSI) directly into Mercedes operations for the first time.

The sports drink will support customized hydration strategies across the Mercedes program, crucial in a sport where drivers can lose up to four kilograms of body weight through sweat during a single race.

Those hydration plans will be integrated into the team’s existing performance systems, where small physical advantages can have an outsized impact on race outcomes.

Meanwhile, Sting will target younger viewers and digital-native fans.

The energy drink’s growth trajectory matches F1’s expansion into high-growth regions, helping Mercedes deepen its cultural and commercial reach. 

Lastly, the Official Savory Snack Partner, Doritos, will drive fan experiences.

Fans can expect “flavor-forward,” high-impact activations on race weekends.

This will scale from immersive fan zones to branded content, and perhaps even limited-edition co-branded products in markets worldwide. 

Lastly, established star George Russell and rising talent Kimi Antonelli are lined up to lead public-facing content, including behind-the-scenes clips, race-weekend fan activations, and global promotional work across all three brands. 

PepsiCo’s F1 Push is a Lesson in Diversifying Multi-Brand Activations

For marketers, PepsiCo provides a clear example of how a major consumer company can use motorsport to expand its reach across different brand categories.

• Multi-brand tie-ups can widen appeal: by aligning a performance drink, energy drink, and snack within one campaign, PepsiCo covers different audience needs and moments.
• Performance and culture in one car: Gatorade’s science-driven hydration, combined with Sting’s youth positioning and Doritos’ fan experiences, helps a global brand connect with any and every fan. 
• Seamless integration matters: trackside branding, driver-led content, fan-zone activations, and co-branded products create a consistent global presence.

While PepsiCo is the first to have three of its brands decorate an F1 team's ride on race day, other major legacy brands have pulled off similar stunts. 

Sportswear giant Adidas previously announced its partnership with the Audi F1 team to expand its motorsport reach among race fans with co-branded and fanwear activations. 

The real test will be in the months ahead: can PepsiCo turn this ambitious alliance into real fan engagement and tangible growth across its brands worldwide?

Our Take: Can One F1 Deal Carry Three Heavy Hitters?

We think a multi-brand partnership can work, but only when it feels like more than a crowded logo wall.

PepsiCo is not just sponsoring the sport. It is trying to plug three full brand worlds into the speed and culture of Formula 1.

We have seen plenty of deals, but rarely one that tries to cover every fan need, from hydration to energy to snacking in a single move.

The risk is obvious. If the activations feel disjointed, the strategy could look more like clutter than cohesion.

But if PepsiCo can connect the performance side with the lifestyle side in a way that feels natural, this could become a template other consumer giants try to copy.

In other news, S.Pellegrino and Ferrari have also recently announced their multi-year partnership, bringing Italian style to a new generation. 

See which creative agencies are driving culturally relevant work with the Top Creative Agency at DesignRush.