Formula 1 Secures Major Partnership with PepsiCo

Formula 1 has announced a significant multi-year partnership with global beverage and snack giant PepsiCo, in a deal confirmed to run until at least the end of the 2030 season. The agreement sees PepsiCo become an Official Partner of the pinnacle of motorsport, leveraging F1's massive global fanbase to promote key brands within its portfolio. The collaboration aims to connect with existing and new audiences worldwide through various initiatives. Under the terms of the partnership, several prominent PepsiCo brands will take on specific roles within the sport. Sting Energy is designated as the Official Energy Drink of Formula 1, aiming to capitalize on the brand's rapid growth in key international markets alongside F1's expanding presence. Gatorade, a leading name in sports hydration, will partner with the increasingly popular F1 Sprint races, featuring at upcoming events like Spa-Francorchamps, Austin, São Paulo, and Qatar. Additionally, Doritos becomes the Official Savoury Snack Partner of Formula 1. Beyond trackside presence and branding, a major focus of the partnership is fan engagement. PepsiCo plans to create immersive brand experiences within Formula 1 Fan Zones and will also develop opportunities for limited edition, co-branded products. Furthermore, the company is committed to enhancing fan interaction beyond race weekends through digital experiences, unique content creation, and on-pack promotions designed to bring Formula 1 closer to a wider consumer base. The partnership also extends to supporting the F1 Academy series, demonstrating a commitment to the development of female talent in motorsport, with more details on this aspect expected to be announced in the future. Formula 1 leadership highlighted the synergy between two globally recognized brands, emphasizing the potential for combining tradition with innovation to create exciting experiences for fans and consumers. They noted that PepsiCo's energy and extensive market reach would be valuable assets. PepsiCo echoed this sentiment, viewing F1's global platform and growth trajectory as a perfect fit for accelerating their brands, particularly Sting Energy, on a world stage. Both parties expressed enthusiasm for delivering bold, innovative experiences that resonate with drivers and fans, while supporting F1's continued expansion into new territories where PepsiCo brands already hold a strong presence. This long-term deal signifies a strategic move for both Formula 1 and PepsiCo, leveraging their respective strengths to broaden reach, enhance fan engagement, and drive growth in the global sports and consumer markets.