PepsiCo Accelerates into Global Motorsports with New Multi-Year Formula 1® Partnership

Multi-year agreement brings Gatorade, Doritos, and Sting Energy to the Formula 1 circuit, starting with activations at the 2025 Montreal Grand Prix.

TORONTO — In a bold move that unites the world’s fastest-growing sport with three of its powerhouse brands, PepsiCo has announced a groundbreaking global partnership with Formula 1®. The multi-year agreement brings Sting Energy, Gatorade, and Doritos to racetracks around the world as official F1 partners — including fan activations at the Montreal Grand Prix this June 13–15.

As part of the deal, PepsiCo has secured trackside advertising, Fan Zone activations at 21 races, and exclusive product supply rights, cementing its role in delivering immersive, high-energy experiences to fans across five continents.

Gatorade to Power the F1 Sprint Series

Leading the charge is Gatorade, which will serve as the Official Sports Drink of Formula 1 and become the presenting sponsor of the F1 Sprint Series later this year. Trackside hydration stations, on-site branding, and broadcast integrations are all part of the deal, reinforcing Gatorade’s position as the go-to performance drink for elite athletes — now including F1 drivers.

Doritos and Sting Bring Flavour and Energy

Doritos joins the race as F1’s Official Savoury Snack Partner, promising bold food experiences at race venues worldwide. Meanwhile, Sting Energy, PepsiCo’s fastest-growing global energy drink, becomes the Official Energy Drink of F1, building on its viral “Stinggg” audio campaign launched with DJ Armin van Buuren.

Both brands will roll out limited-edition packaging, digital content, and race-day promotions tied to the 2025 F1 calendar.

Fan-Focused Strategy with a Global Reach

According to PepsiCo, the partnership is designed to unlock the massive global reach of Formula 1, which boasts a cumulative TV audience of 1.6 billion and a fan base of over 800 million. “Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and beyond,” said Eugene Willemsen, CEO of PepsiCo International Beverages.

Stefano Domenicali, President & CEO of Formula 1, called the partnership “a sparkling union,” emphasizing how PepsiCo’s creative legacy and loyal community align with F1’s tradition and innovation.

Additional announcements are expected later this year, including PepsiCo’s involvement with F1 Academy, the sport’s women’s development series.

For more information about the partnership or to follow upcoming brand activations, visit www.pepsico.com or follow @PepsiCo on all major platforms.