PepsiCo’s Brands Gear Up with Formula 1 Partnership

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In a strategic move to amplify its global brand presence, PepsiCo has inked a five-year sponsorship deal with Formula 1, aligning its products — Sting Energy, Gatorade, and Doritos — with the high-octane world of motorsport. This partnership grants PepsiCo exclusive marketing rights, trackside advertising, and fan engagement opportunities across 21 F1 events worldwide.

Sting Energy, now designated as F1’s Official Energy Drink, is set to benefit significantly. Having already captured a substantial market share in countries like India, Pakistan, and Egypt, the brand aims to leverage F1’s global platform to further its reach. In India alone, Sting’s volume share soared from 2.5% in 2017 to an impressive 86% in 2021, driven by affordable pricing and aggressive marketing strategies. 

Gatorade and Doritos will also gain prominence as F1’s Official Sports Drink and Official Savory Snack, respectively. Gatorade’s involvement extends to the F1 Sprint races, providing hydration solutions during these high-intensity events.

Formula 1’s appeal to sponsors has surged, with projected sponsorship revenues reaching $2.9 billion in 2025 — a 10% increase from the previous year. The sport’s global viewership, exceeding 1.6 billion, and its expanding fan base, particularly among younger demographics, make it an attractive platform for brands seeking international exposure.

PepsiCo’s partnership with F1 not only enhances its brand visibility but also aligns with its broader strategy to engage with consumers through sports and entertainment. By integrating its products into the F1 experience, PepsiCo aims to connect with fans both on and off the track, capitalizing on the sport’s dynamic and passionate audience.