USA | PepsiCo has announced a landmark global partnership with Mercedes-AMG PETRONAS F1 Team beginning in 2026, bringing together three of its powerhouse brands, Gatorade, Sting, and Doritos.
Building on Formula 1's explosive growth trajectory and rapidly expanding fanbase, this partnership positions PepsiCo at the heart of the sport's global momentum through comprehensive integration.
Gatorade brings its 60-year heritage and the expertise of the Gatorade Sports Science Institute (GSSI) to the paddock for the first time, integrating its world-leading hydration science and performance solutions into Mercedes-AMG PETRONAS F1 Team performance programs.
“This partnership unites performance, energy, and flavour under one banner - connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team, said Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo.
“Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fueling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS Formula 1 Team reflects our shared commitment to performance, innovation, and excellence - values that define both our organisations.”
The partnership will also leverage Mercedes-AMG PETRONAS F1 Team's drivers, George Russell and Kimi Antonelli, who represent two generations of racing excellence.
Fans will see both drivers participate in fan engagement initiatives that showcase the collective strengths of Gatorade, Doritos and Sting, from behind-the-scenes content to fan-focused activations.
Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, was delighted to welcome PepsiCo to the team. He said their expertise in this sector will help deliver great experiences for guests and fans at the track and beyond.
“It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”
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