PepsiCo Launches Thrilling Global Partnership with Formula 1
PepsiCo is set to revolutionize its presence in the sports arena by launching a worldwide partnership with Formula 1®, starting in 2025. This collaboration combines some of PepsiCo's most iconic brands, including Sting Energy, Gatorade, and Doritos, to enhance the exhilarating world of Formula 1 racing. With a cumulative audience of 1.6 billion and an engaged fanbase of 826 million, the partnership leverages the global platform of Formula 1 to connect with consumers across 21 race-hosting countries and more than 200 territories through broadcast.
Under the agreement, PepsiCo will enjoy extensive commercial rights. The partnership includes significant visibility on race circuits during broadcasts, activations in Fan Zones at 21 events, as well as ticketing and hospitality rights. An exciting dimension of this partnership will be the collaboration with the popular F1 Sprint format, known for attracting a 10% higher viewership compared to traditional race weekends.
In line with PepsiCo's commitment to inclusivity in sports, the company plans to support the F1 Academy, an initiative aimed at promoting women in motorsport, with details expected to be announced soon. Moreover, the partnership will feature a series of fan engagement programs centered around food and beverages, going beyond typical circuit promotions, including packaging promotions, digital experiences, and exclusive content – all designed to amplify the excitement of Formula 1 among an even larger audience. Limited-edition co-branded products will also be launched as part of this partnership.
Sting Energy will energize fans around the world as the official energy drink of Formula 1. Positioned uniquely, it combines the refreshing taste of soda with the functional benefits of an energy drink, all at an accessible price point. Having established itself in numerous key global markets such as India, Pakistan, and Vietnam, the partnership with Formula 1 is expected to fuel further expansion for Sting Energy. A notable launch to celebrate this collaboration involves a creative sound project featuring the iconic roar of a Formula 1 engine harmonizing with the sound of the word "Stinggg" produced by world-renowned DJ Armin van Buuren, which has quickly garnered attention on social media.
Gatorade joins as the official sports drink of Formula 1, alongside its partnership with the F1 Sprint format. Recognized for its association with athletic performance, Gatorade will have notable brand presence at events, including hydration stations and visible branding throughout race circuits. Activations related to the F1 Sprint featuring Gatorade are slated for later this year.
Doritos is on board as the official savory snacks partner of Formula 1. Known for its bold flavors, this partnership promises exciting culinary experiences at race events, including the Doritos Loaded concept, designed to tantalize fans' taste buds both on and off the track. With its broad activation rights, Doritos intends to deliver unforgettable snack experiences tied to the thrill of Formula 1 racing.
Eugene Willemsen, CEO of PepsiCo International Beverages, emphasized the historical significance of this partnership, highlighting the natural synergy between the two brands in creating unforgettable experiences for fans worldwide. He remarked on the international audience of Formula 1 aligning perfectly with PepsiCo's ambitions of brand growth and innovation.
Stefano Domenicali, President and CEO of Formula 1, echoed these sentiments, noting that the partnership marks a significant milestone in merging iconic global brands. He stressed the potential of PepsiCo's offerings to reach new audiences while enhancing the excitement and creativity of Formula 1.
PepsiCo’s products are consumed over a billion times daily in more than 200 countries. With a net revenue nearing $92 billion generated in 2024, the company boasts a balanced portfolio of beverages and snacks. Guided by its pep+ (PepsiCo Positive) strategy, PepsiCo aims to become a leader in convenient foods and beverages,
Regarded as the pinnacle of motorsport, Formula 1 is not only the world's most prestigious racing competition but also the most-followed annual sporting series. Established in 1950, it continues to captivate millions globally. The Formula 1 Group holds exclusive commercial rights to the championship, providing a robust foundation for this groundbreaking partnership with PepsiCo.
A Comprehensive Collaboration
Under the agreement, PepsiCo will enjoy extensive commercial rights. The partnership includes significant visibility on race circuits during broadcasts, activations in Fan Zones at 21 events, as well as ticketing and hospitality rights. An exciting dimension of this partnership will be the collaboration with the popular F1 Sprint format, known for attracting a 10% higher viewership compared to traditional race weekends.
In line with PepsiCo's commitment to inclusivity in sports, the company plans to support the F1 Academy, an initiative aimed at promoting women in motorsport, with details expected to be announced soon. Moreover, the partnership will feature a series of fan engagement programs centered around food and beverages, going beyond typical circuit promotions, including packaging promotions, digital experiences, and exclusive content – all designed to amplify the excitement of Formula 1 among an even larger audience. Limited-edition co-branded products will also be launched as part of this partnership.
Sting Energy: The Official Energy Drink
Sting Energy will energize fans around the world as the official energy drink of Formula 1. Positioned uniquely, it combines the refreshing taste of soda with the functional benefits of an energy drink, all at an accessible price point. Having established itself in numerous key global markets such as India, Pakistan, and Vietnam, the partnership with Formula 1 is expected to fuel further expansion for Sting Energy. A notable launch to celebrate this collaboration involves a creative sound project featuring the iconic roar of a Formula 1 engine harmonizing with the sound of the word "Stinggg" produced by world-renowned DJ Armin van Buuren, which has quickly garnered attention on social media.
Gatorade: Fueling Performance
Gatorade joins as the official sports drink of Formula 1, alongside its partnership with the F1 Sprint format. Recognized for its association with athletic performance, Gatorade will have notable brand presence at events, including hydration stations and visible branding throughout race circuits. Activations related to the F1 Sprint featuring Gatorade are slated for later this year.
Doritos: The Official Snack Partner
Doritos is on board as the official savory snacks partner of Formula 1. Known for its bold flavors, this partnership promises exciting culinary experiences at race events, including the Doritos Loaded concept, designed to tantalize fans' taste buds both on and off the track. With its broad activation rights, Doritos intends to deliver unforgettable snack experiences tied to the thrill of Formula 1 racing.
Leaders Share Their Excitement
Eugene Willemsen, CEO of PepsiCo International Beverages, emphasized the historical significance of this partnership, highlighting the natural synergy between the two brands in creating unforgettable experiences for fans worldwide. He remarked on the international audience of Formula 1 aligning perfectly with PepsiCo's ambitions of brand growth and innovation.
Stefano Domenicali, President and CEO of Formula 1, echoed these sentiments, noting that the partnership marks a significant milestone in merging iconic global brands. He stressed the potential of PepsiCo's offerings to reach new audiences while enhancing the excitement and creativity of Formula 1.
About PepsiCo
PepsiCo’s products are consumed over a billion times daily in more than 200 countries. With a net revenue nearing $92 billion generated in 2024, the company boasts a balanced portfolio of beverages and snacks. Guided by its pep+ (PepsiCo Positive) strategy, PepsiCo aims to become a leader in convenient foods and beverages,
About Formula 1
Regarded as the pinnacle of motorsport, Formula 1 is not only the world's most prestigious racing competition but also the most-followed annual sporting series. Established in 1950, it continues to captivate millions globally. The Formula 1 Group holds exclusive commercial rights to the championship, providing a robust foundation for this groundbreaking partnership with PepsiCo.
Topics Entertainment & Media）
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