PepsiCo has officially announced one of the most ambitious brand partnerships in recent sports marketing history: a global, multi-year alliance with the Mercedes-AMG PETRONAS Formula One Team beginning in 2026.
For the first time ever, three PepsiCo flagship brands — Gatorade, Sting and Doritos — will partner simultaneously with a Formula 1 team, positioning the company at the center of one of the fastest-growing sports ecosystems on the planet.
More than sponsorship, this partnership represents a strategic fusion of performance, entertainment and culture — with direct impact on athletes, fans and the commercial future of Formula 1.
Fueling Performance at the Highest Level
At the heart of the agreement lies one of its most powerful pillars: high-performance hydration.
Gatorade, backed by the expertise of the Gatorade Sports Science Institute (GSSI), will implement a fully customized hydration strategy for Mercedes-AMG PETRONAS drivers and engineers. The stakes are high: during a single Formula 1 race, drivers can lose up to 4 kilograms (9 lbs) of body weight through sweat.
The inclusion of Gatorade marks the first time in Formula 1 history that the brand’s performance science enters the paddock in a formal partnership structure — optimizing hydration protocols in a sport where milliseconds determine champions.
Two Generations, One Global Stage
The partnership also places two of Formula 1’s most compelling personalities at the center of PepsiCo’s global marketing strategy:
- George Russell, one of the elite drivers in modern F1
- Kimi Antonelli, widely regarded as the future face of the sport
Together, they represent both authority and momentum — experience and promise — reinforcing the alliance’s dual aim: performance excellence and generational relevance.
Fan engagement will include exclusive behind-the-scenes content, digital storytelling, activations at race events and brand-led cultural moments.
Energy for the Next Generation
Sting, PepsiCo’s fastest-growing energy drink, enters Formula 1 as a cultural connector, especially in high-growth markets such as India, Pakistan, Vietnam and Egypt, where it is already the No. 1 energy brand.
With Formula 1 expanding its footprint in emerging economies, the partnership enables Sting to connect directly with Gen Z and young millennial fans, reinforcing speed, ambition and lifestyle identity — both on and off track.
Flavor Meets Formula 1
Doritos brings its signature attitude into motorsport culture, transforming race weekends into sensory experiences.
As “the boldest snack brand in the world,” Doritos will activate globally across F1 venues, content and experiences — blending motorsport intensity with youth culture, music and gaming aesthetics.
This is not about product placement. It’s about converting high-performance racing into a lifestyle ecosystem where fandom, flavor and adrenaline intersect.
A Signal to the Industry
“This partnership connects performance, energy and flavor under one banner,” said Eugene Willemsen, CEO of International Beverages at PepsiCo. “Together, we’re inside the culture of the sport.”
Mercedes-AMG PETRONAS Team Principal Toto Wolff reinforced the strategic nature of the alliance, emphasizing shared values of innovation, technology and excellence — while Chief Commercial Officer Richard Sanders highlighted the operational value PepsiCo brings to the team.
A New Model for Sports Branding
This partnership isn’t just sponsorship — it’s category convergence. Hydration science, energy culture and bold snacking are now fused into the world’s most elite racing operation — setting a new benchmark for integrated brand activations in global sport.
Formula 1 isn’t just faster. It just got smarter.
