Sting Energy, the high-energy beverage from PepsiCo, has announced a global partnership with the Mercedes-AMG PETRONAS Formula 1 Team – and the reveal was anything but traditional. Instead of a press conference or scripted announcement, the news was delivered by the car itself in a digital film where a precision race lap ended with the engine forming the iconic sound: “STINGGGGGG.”
This creative reveal signals the tone of the partnership – fast-paced, fan-first, and high voltage. The collaboration will bring increased energy and engagement to race weekends, amplifying excitement for fans across platforms and live experiences.
Immediately after the film released, top content creators and motorsport influencers shared reactions online, fueling conversation around both the execution and the unexpected reveal format.
Eugene Willemsen, CEO – International Beverages, PepsiCo, said the partnership unites performance, excitement, and culture through PepsiCo brands including Gatorade, Sting, and Doritos, deepening their footprint in the world of Formula 1.
Toto Wolff, Team Principal & CEO of Mercedes-AMG PETRONAS F1 Team, highlighted that the alignment with PepsiCo reinforces shared values – innovation, excellence, and high performance. He added that each brand brings a distinct energy: Gatorade with sports science, Sting with bold attitude, and Doritos with pop-culture appeal.
Richard Sanders, Chief Commercial Officer at the team, added that the partnership brings meaningful value both operationally and experientially – enhancing how the team connects with fans at the track and beyond.
This collaboration marks a dynamic moment for both brands – blending speed, culture, and bold creativity to elevate the global Formula 1 fan experience.
