PepsiCo has announced a major multi-year global partnership with the Mercedes-AMG PETRONAS Formula 1 Team, marking its most expansive motorsport investment to date. Beginning in 2026, the alliance brings three of PepsiCo’s flagship brands – Gatorade, Sting, and Doritos – under a single F1 partnership for the first time, signaling a strategic push into one of the world’s fastest-growing sports ecosystems.
The partnership integrates PepsiCo’s beverage and snack portfolio across the team’s performance programs, hydration systems, global campaigns, fan activations and cultural storytelling. With Formula 1’s audience rising sharply among younger demographics and emerging markets, the collaboration is positioned to merge racing culture, global fandom and entertainment-driven marketing.
Gatorade will become a key component of Mercedes’ performance infrastructure, supported by the Gatorade Sports Science Institute. With drivers losing up to 4 kg of sweat during a race, the partnership will focus on precision hydration protocols to drive marginal gains – a deciding factor in a sport measured in milliseconds.
The alliance also leverages driver star power, with George Russell and Kimi Antonelli leading multi-brand campaigns, behind-the-scenes narratives, and next-gen fan engagement.
Sting will amplify its strong foothold in high-growth markets such as India, Pakistan, Vietnam and Egypt, aligning with F1’s expansion trajectory. Doritos will lean into immersive fan experiences, translating racing intensity into bold, culture-led activations.
PepsiCo executives called the partnership a fusion of performance, energy and culture, while Mercedes-AMG PETRONAS leadership emphasized its scale, commercial value and global fan resonance.
