Key Takeaways:
- PepsiCo rejoins F1 with Sting Energy, Gatorade, and Doritos as official brand partners.
- The deal covers 21 races, fan zone activations, exclusive rights, and co-branded products.
- Sting Energy builds awareness through sound-focused storytelling and on-site fan activations at Formula 1 events.
PepsiCo is back in Formula 1, and it's not coming quietly.
The food and beverage giant has recently sealed a multi-year global deal featuring Sting Energy, Gatorade, and Doritos.
The partnership begins this year, covering all 21 F1 races with a focus on fan engagement and brand presence.
The agreement grants PepsiCo rights that include trackside signage, product concessions, and exclusive co-branded content.
Formula 1 and PepsiCo announce a groundbreaking multi-year agreement that sees PepsiCo become an Official Partner of the sport until 2030#F1pic.twitter.com/pPlbwWYUKN
— Formula 1 (@F1) May 27, 2025
Each brand under the PepsiCo umbrella takes on a distinct role in the new partnership.
Sting Energy is named the official energy drink of Formula 1, while Gatorade sponsors the F1 Sprint series.
Doritos rounds up the lineup as the sport’s official savory snack partner.
In a press release, PepsiCo International Beverages CEO Eugene Willemsen said the company sees Formula 1’s rapidly growing global reach as the right stage for its core brands.
"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."
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Formula 1 President Stefano Domenicali echoed the sentiment, pointing to the shared focus on high-impact fan experiences.
"With a long-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey."
As Formula 1 draws in younger audiences and adds more global events, it’s becoming a powerful stage for brand engagement.
Major consumer companies aren’t just buying ad space anymore, they’re building direct, sensory-driven connections with fans at every race.
For brand strategy agencies, this represents a critical opportunity to rethink how activations are designed, moving from static to dynamic storytelling.
From Studio to Starting Line
Sting Energy’s campaign gained early traction through an unusual fan-led discovery.
While working with engine sound recordings, renowned DJ, Armin van Buuren, a longtime Formula 1 enthusiast, found a frequency that resembled the word “Sting.”
The clip caught the attention of fans, with former world champion Jenson Button and Formula 2 standout Kush Maini later confirming the sound similarity in follow-up videos.
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This sound-based association helped Sting Energy spark a global conversation before any official marketing efforts began.
Rather than launch with traditional ads, the brand entered the F1 space through this viral moment and built its strategy around real-time fan reactions.
The post has garnered nearly 40,000 likes on Instagram just seven hours after it went live.
Sting Energy will further engage fans at races with samples, promotions, and limited-edition packaging.
Gatorade’s involvement begins with naming rights for the remaining 2025 Sprint races in Spa, Austin, São Paulo, and Qatar.
This will extend through the 2026 season to reinforce its position as a hydration partner trusted by elite athletes.
The strategy aligns well with F1’s performance-driven image.
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Meanwhile, Doritos will activate its sponsorship with culinary promotions at Grand Prix locations, offering fans branded snacks and exclusive food events.
The last time PepsiCo had a visible role in Formula 1 was in the early 2000s, when 7UP appeared on team liveries.
Renewing a decades-old brand partnership can highlight how the involved parties have evolved, creating fresh relevance while building on shared history to widen audience reach.
Our Take: Can a Fan Moment Outshine a Planned Campaign?
Absolutely.
If fans are already engaging with something unexpected, like hearing a brand name in the sound of an F1 engine, it’s not just a coincidence but a creative opportunity.
I’d rather fuel a story that fans feel like they uncovered than lead with a polished campaign they scroll past.
It feels more real and more memorable.
And as PepsiCo deepens its ties to major sports, it’s also marking 50 years in football with its latest "Refresh Your Game" campaign.
Featuring global icons like Vinicius Jr., Leah Williamson, and Son Heung-min, the campaign mixes culture, music, and style in a high-energy tribute to the game.
