PepsiCo secures position as the Formula 1's official partner.
Formula 1 and PepsiCo partner for a Decade-Long Global Deal
PepsiCo, a renowned global beverage and snack company, has secured a long-term partnership with Formula 1, starting in 2025. This partnership will allow PepsiCo to become an official partner for the motorsport, as per the agreement that will last until 2030[1][4][5].
Three of PepsiCo's leading brands – Sting Energy, Gatorade, and Doritos – will be integrated into the Formula 1 ecosystem. Sting Energy will be the official energy drink of Formula 1, with an aim to amplify the brand's international profile. This will involve incorporating Sting Energy deeply into the F1 experience, from branded concessions at race circuits to promotional activities at venues and beyond[1][2][5].
Gatorade, recognized for its association with sporting excellence, will partner with the F1 Sprint events. This sponsorship positions Gatorade closely with these sprint races, popular for higher TV viewership, thereby increasing brand visibility among Formula 1 fans and offering unique fan experiences and activations[3][4][5].
Doritos, on the other hand, takes on the title of the official savory snack partner of Formula 1. As the primary snack brand at events, Doritos will feature prominently with likely branded experiences and special co-branded products designed to excite fans and create memorable moments at races[1][4][5].
The collaboration provides extensive rights for PepsiCo, including TV-visible trackside advertising, fan zone activations at all races, ticketing and hospitality benefits, exclusive marketing rights, and exclusive pouring and supply rights at race venues globally[5].
Additionally, PepsiCo and Formula 1 plan to develop immersive fan engagement programs with exclusive co-branded products, digital experiences, on-pack promotions, and unique content to expand Formula 1’s audience and deepen fan interactions[1][5]. The partnership will also support the F1 Academy, a program dedicated to empowering women in motorsport[5].
The alliance utilizes Formula 1's immense global reach, with over 1.6 billion cumulative viewers and 826 million active fans in more than 200 territories, to create a lively platform for PepsiCo’s brands, fostering innovative, high-energy consumer experiences entwined with the fast-paced excitement of Formula 1 racing[4][5].
In essence, the PepsiCo-Formula 1 partnership brings Sting Energy as the official energy drink, Gatorade to power the sprint race weekends, and Doritos to engage fans as the official snack. The partnership aims to create immersive global marketing and fan experiences through multiple channel and on-site activations at races worldwide[1][2][3][4][5].
- The partnership between PepsiCo and Formula 1 extends to various aspects of the motorsport, including advertising, as Sting Energy becomes the official energy drink of Formula 1.
- In the realm of sports sponsorships, Gatorade, known for its sporting excellence, will join forces with Formula 1 Sprint events, enhancing brand visibility and offering unique fan experiences.
- As for entertainment and consumer engagement, Doritos takes on the title of the official savory snack partner of Formula 1, promising memorable moments for fans through branded experiences and co-branded products.
- This extended partnership between PepsiCo and Formula 1 will also encompass marketing efforts, focusing on developing immersive fan engagement programs, digital experiences, and exclusive co-branded products to attract a wider audience and deepen fan interactions.
