F1 Signs Multi-Year Global Deal with PepsiCo as Official Partner

Formula 1 has announced a major multi-year global partnership with PepsiCo, running until 2030. This collaboration brings together the world’s leading motorsport and one of the biggest food and beverage companies. PepsiCo will feature its top brands—Sting Energy, Gatorade, and Doritos—across F1’s fan engagement platforms and commercial activities, boosting brand visibility worldwide. The new F1 and PepsiCo partnership focuses on expanding the sport’s appeal to younger and more diverse audiences. With Formula 1’s global fanbase and PepsiCo operating in over 200 countries, this alliance will use digital campaigns, retail promotions, co-branded products, and on-track activations to engage fans at Grand Prix events and beyond.

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Stefano Domenicali, President & CEO of Formula 1, said: 'Today is a moment to celebrate the partnership between two iconic and historic global brands. A sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world.

'PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences and we will benefit from their energy, their extraordinary products and their loyal community.

'With a long-lasting history of creativity and ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner to share together unique moments along our journey.'

Sting Energy has been named the Official Energy Drink of Formula 1 as part of the PepsiCo deal. The brand is growing fast in key markets such as India, Pakistan, Egypt, and Vietnam. PepsiCo’s sports drink Gatorade will serve as the Official Partner of the F1 Sprint race format. Starting with the Spa-Francorchamps Sprint and continuing at major Grands Prix in Austin, Sao Paulo, and Qatar, Gatorade will feature trackside branding and fan engagement activities.

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Doritos has also joined Formula 1 as the Official Savoury Snack Partner. The partnership includes prominent trackside branding, retail promotions, and engaging on-pack campaigns. This collaboration connects the thrill of Formula 1 with everyday snacking.