USA | PepsiCo has announced a groundbreaking worldwide partnership with Formula 1, beginning in 2025 as part of a multi-year commitment.
This partnership has united the world's fastest-growing sport with three of PepsiCo's powerhouse brands: Sting Energy, Gatorade, and Doritos. Each brand will be brought to life with the partnership as the deal connects the high-energy excitement of Formula 1 with PepsiCo's passion for creating unforgettable fan experiences around the world.
With Formula 1's cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, this partnership established a powerful platform for PepsiCo to engage with consumers across the 21 countries on the racing calendar and more than 200 territories through broadcast.
"This is a moment to celebrate the partnership between two iconic and historic global brands, a sparkling union that will bring together tradition and innovation, generating excitement, entertainment, and unforgettable experiences for our fans and customers around the world,” said Stefano Domenicali, President & CEO of Formula 1.
"PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences, and we will benefit from their energy, their extraordinary products, and their loyal community. With a long-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey."
As an Official Partner of Formula 1, PepsiCo has secured comprehensive rights, including TV-visible trackside advertising, Fan Zone activation opportunities at 21 races, tickets and hospitality experiences, exclusive marketing rights for featured brands, and exclusive track pouring and product supply rights across global race venues.
PepsiCo will create memorable fan engagement programs that include meaningful food and drink experiences beyond just the race venues, through exciting on-pack promotions, digital experiences, and unique content, bringing Formula 1 to an even wider audience. This partnership includes opportunities, such as immersive brand experiences in Formula 1 Fan Zones, as well as rights to limited-edition, co-branded products.
"This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences," said Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo.
"Formula 1's unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands, particularly Sting Energy, on the world stage. Together, we'll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1's continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence."
The deal also includes an official partnership with F1 Sprint, which has proven to be hugely popular among fans, with TV viewership on Sprint weekends averaging 10 percent greater than on non-Sprint weekends.
As part of its long-standing commitment to empowering women in sport, PepsiCo will also extend its involvement to the F1 Academy, with more details to be shared in the coming weeks.
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