In a move that merges speed, sweat, and snacks, PepsiCo has announced a multi-year global partnership with Formula 1, making it one of the most exciting lifestyle crossovers of the year. With three of its most recognizable brands—Sting Energy, Gatorade, and Doritos—PepsiCo is hitting the F1 circuit not just with product, but with presence and that should make all of you F1 fans excited.
See also: From the F1 track to the top shelf: NEFT Vodka’s bold vision for the future
The Formula 1 fan experience is about to get a serious glow-up…
Let’s break it down. Sting Energy will now power fans and events as the Official Energy Drink of Formula 1. Gatorade—already synonymous with elite performance—becomes the Official Sports Drink, with prime placement in the high-octane F1 Sprint Series. And Doritos? They’re spicing up race weekends as the Official Savoury Snack Partner.
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That’s right. You’ll soon be watching pole positions while crunching into Doritos Loaded and hydrating with Gatorade in a fan zone powered by Sting Energy. And it’s not just branding. PepsiCo has secured rights to fan activations, exclusive ticketing, hospitality experiences, and even trackside signage across 21 races—including Montreal’s Grand Prix this June.
A new kind of Formula 1 fan experience
This isn’t a logo slap. It’s a lifestyle upgrade. PepsiCo is rolling out immersive fan zones, limited-edition co-branded product drops, digital content, and unique culinary events designed to take the race weekend well beyond the checkered flag.
At the heart of the campaign is a shared ambition between PepsiCo and Formula 1: to create memorable, emotionally charged experiences for fans around the world. “This partnership represents a perfect fusion of two global powerhouses,” said Eugene Willemsen, CEO of International Beverages at PepsiCo. “Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and beyond.”
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Sound meets speed: Sting Energy’s sonic debut
Perhaps the most playful element of this partnership comes from Sting Energy. In a campaign that fuses music, motorsport, and energy, Sting is teaming up with global DJ Armin van Buuren to remix the roar of an F1 engine—highlighting that the sound “Stinggg” has been hiding in plain earshot all along.
It’s an unexpected crossover that’s generating buzz in racing and music circles alike, and setting the tone for Sting’s strategy: bring fun, flavour, and adrenaline to the forefront of global sport.
Why this matters
For fans, this partnership means more than snacks and sips—it’s a sign of how lifestyle brands are taking the Formula 1 fan experience to the next level. With a global audience topping 1.6 billion, the sport’s platform is massive. But until now, much of the off-track experience lagged behind the innovation of the racing itself.
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So whether you’re trackside in Montreal or tuning in from home, get ready for an exciting series of integrations and new ways for all the F1 aficionados to get into the action.
