Formula 1® and PepsiCo have announced a multi-year global partnership, making PepsiCo an Official Partner of Formula 1 until 2030. The collaboration brings together popular PepsiCo brands-Sting Energy, Gatorade, and Doritos-with one of the world’s most-watched sports.
As part of the deal, Sting Energy becomes the official energy drink of Formula 1, targeting fans across high-growth markets like India, Pakistan, Egypt, and Vietnam. Gatorade will serve as the official partner for F1 Sprint weekends, beginning at Spa-Francorchamps and continuing in Austin, São Paulo, and Qatar-races known for drawing 10% higher viewership than regular weekends.
Doritos joins as the official savoury snack partner, with global marketing rights at events and across media. Starting in 2026, PepsiCo’s beverage and snack products will be supplied at all Grand Prix venues.
PepsiCo will also activate fan engagement through on-pack promotions, digital content, co-branded products, and limited-edition merchandise, along with in-race Fan Zone access.
Formula 1 CEO Stefano Domenicali called the partnership a “sparkling union” of two iconic brands. PepsiCo’s Eugene Willemsen highlighted the deal as a “landmark fusion” that will create bold, innovative fan experiences and expand both brands’ global footprint.
