Formula 1 has today announced PepsiCo as its latest Official Partner in a multi-year global agreement stretching to 2030. The deal brings global heavyweights Gatorade, Doritos, and Sting Energy into the paddock — fusing bold branding with F1’s push for broader global engagement ahead of its 75th anniversary.
More than a sponsorship, this is a full-spectrum integration that touches everything from fan zones and trackside hydration to retail packaging and digital content. It’s F1’s latest move in redefining what a race weekend feels like, both on location and at home.
💧 Gatorade Fuels the Sprint Format
Sprint races have rapidly evolved from a novelty into a calendar staple — bringing intensity, unpredictability, and younger viewers. And now they have a brand partner to match.
Gatorade becomes the Official Partner of F1 Sprint, offering hydration support and branding at key race weekends, beginning with Spa-Francorchamps. Gatorade has of course its legacy in the NFL, Olympics, and elite training, Gatorade’s entry into F1 speaks directly to the sport’s increased focus on athlete science, peak performance, and fan education.
⚡ Sting Energy Becomes F1’s Official Energy Drink
Already a breakout hit across India, Pakistan, Egypt and Southeast Asia, Sting enters F1 as the Official Energy Drink — a platform that will supercharge the brand’s global push. Known for its soda-like taste and quick energy boost, Sting is popular with younger, digitally native audiences.
Through this deal, Sting gains prominent placement in F1’s Fan Zones, plus rights to co-create branded content, limited-edition merchandise, and retail tie-ins across 200+ markets.
For F1, it’s a direct play for emerging regions — and one more step in diversifying its commercial partners beyond the sport’s traditional European base.
🔥 Doritos Brings Boldness to the Grand Prix Weekend
Few brands bring the same energy and youth appeal as Doritos, now named F1’s Official Savoury Snack Partner. The partnership will be activated globally through point-of-sale displays, co-branded packaging, and snack station rollouts at race venues.
This is far from Doritos’ first foray into high-engagement events — the brand has long partnered with music festivals and gaming tournaments. But its leap into motorsport suggests a broader trend: F1 is no longer just racing; it’s culture.
🤝 What Domenicali Says: Tradition Meets Innovation
F1 President & CEO Stefano Domenicali welcomed the move with a nod to the sport’s heritage and its forward-thinking ambitions:
🗣️ “This partnership is a sparkling union that will bring together tradition and innovation, generating excitement, entertainment, and unforgettable experiences for our fans and customers worldwide.”
For Domenicali, the partnership signals that F1 sees itself not just as a competition but as an immersive, 360-degree entertainment platform. The timing—ahead of 2026’s new regulations and during the sport’s 75th anniversary build-up—is deliberate.
🏁 From 2026: Pouring Rights and In-Paddock Presence
Starting in 2026, PepsiCo will hold exclusive pouring and supply rights at all F1 races, directly embedding its drinks and snacks into the Grand Prix experience — from grandstands to garages.
That means fans attending races will be sipping PepsiCo products across the paddock and fan areas. At the same time, millions more engage through on-pack promotions, QR-code activations, and themed marketing campaigns in shops worldwide.
🌱 PepsiCo to Support F1 Academy and Diversity Push
Beyond product integration, PepsiCo has pledged to support the F1 Academy, aligning with Formula 1’s broader commitment to diversity and inclusion.
Further details of the activations are still under wraps, but initiatives may well include sponsorship of female drivers, performance and hydration support, and increased visibility for underrepresented voices in motorsport—something both brands have supported across other sporting platforms and would be keen to explore.
🎯 Why This Matters
For Formula 1, this is about reach, relevance, and resonance. With PepsiCo’s footprint across more than 200 countries and a portfolio that already dominates shelf space and digital marketing, F1 gains a partner with serious global pull.
For PepsiCo, it’s about embedding its brands into a high-growth sport with a young, engaged, and international audience.
And for fans? Expect race weekends to come with new flavours — literally.