PepsiCo has inked a global partnership with Mercedes-AMG PETRONAS F1 Team beginning in 2026.<\/p>\n
The F1 team will be ripping around the track alongside three PepsiCo brands Gatorade, Sting, and Doritos. This multi-year partnership builds on PepsiCo\u2019s existing Formula 1 relationship and marks the first time that three category-leading PepsiCo brands will partner with an F1 team.<\/p>\n
Building on Formula 1\u2019s high-octane growth trajectory and rapidly expanding fanbase, this partnership positions PepsiCo at the heart of the sport\u2019s global momentum through comprehensive integration across Mercedes-AMG PETRONAS F1 Team\u2019s operations, from pioneering hydration programs to immersive fan experiences.<\/p>\n
Fuelling Team Performance<\/p>\n
Gatorade brings its 60-year heritage and the expertise of the Gatorade Sports Science Institute (GSSI) to the paddock for the first time. In a sport where drivers can lose up to 4 kilograms of body weight through sweat in a single race, hydration is critical to performance\u2014and Gatorade\u2019s expertise in hydration science and performance solutions will be integrated into Mercedes-AMG PETRONAS F1 Team performance programs. This program implements a fully customised performance hydration strategy\u2014giving the Mercedes-AMG PETRONAS F1 Team a performance edge, in a sport where every millisecond matters.<\/p>\n
F1 Talent Meets Brand Power<\/p>\n
The partnership will also leverage Mercedes-AMG PETRONAS F1 Team\u2019s drivers, George Russell and Kimi Antonelli, who represent two generations of racing excellence. Russell, established as one of F1\u2019s premier talents, brings proven performance and an authentic connection to fans worldwide. Antonelli, who made headlines with his rapid rise through the ranks to F1, embodies the sport\u2019s exciting future and next generation of talent.<\/p>\n
Through the partnership, fans will see both drivers participate in fan engagement initiatives that showcase the collective strengths of Gatorade, Doritos and Sting\u2014from behind-the-scenes content to fan-focused activations.<\/p>\n
Energising The Global Fanbase<\/p>\n
Sting brings its explosive growth story to the paddock. It\u2019s trajectory mirrors both F1\u2019s and Mercedes-AMG PETRONAS F1 Team\u2019s expansion in these high-growth regions.<\/p>\n
Sting brings its energetic brand spirit to race weekends\u2014and with Sting, fast just got faster, connecting Gen Z fans to the Mercedes F1 Team, bringing them to the race, and delivering the excitement of F1 faster than ever.<\/p>\n
Bringing Bold Flavour To The Fast Lane<\/p>\n
Doritos joins the F1 Team to elevate the fan experience with a shared belief in boldness\u2014on the track, in culture, and in every bite. Doritos will ignite race weekends with high-impact, flavour-forward experiences inspired by the intensity and precision of F1.<\/p>\n
Through global activation rights, Doritos will bring its signature edge to fans everywhere, capturing the speed, tension, and excitement of Grand Prix weekends and bringing the thrill of the track into the snacking world. Together, Doritos and the Mercedes F1 Team will provide the global F1 community with an unmistakable combination of flavour and adrenaline.<\/p>\n
\u201cThis partnership unites performance, energy, and flavour under one banner\u2014connecting three of PepsiCo\u2019s most iconic brands with the world\u2019s most successful Formula 1 team,\u201d said Eugene Willemsen, chief executive officer, International Beverages at PepsiCo.<\/p>\n
\u201cThrough Gatorade, Sting, and Doritos, we\u2019re inside the culture of the sport, fuelling 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 \u2013 values that define both our organisations.\u201d<\/p>\n
\u201cWelcoming a company with a portfolio as strong as PepsiCo\u2019s into our partner ecosystem is another sign of the strength of our team and our sport,\u201d added Toto Wolff, team principal and chief executive officer, Mercedes-AMG PETRONAS F1 Team.<\/p>\n
\u201cAs a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade\u2019s expertise in sports science, Sting\u2019s youthful energy, and Doritos\u2019 cultural relevance each bring something unique. Together, they create a partnership that not only supports our team\u2019s performance but also enhances the experience for our fans around the world.\u201d<\/p>\n
Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team concluded, \u201cWe\u2019re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It\u2019s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.\u201d<\/p>\n
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