New partnership brings PepsiCo brands to F1

Long-time Formula 1 fans will cherish the evocative memory of the Jordan 191 with its bright green and blue colour scheme, resplendent with PepsiCo’s 7Up logos.

That partnership ended after a year – Pepsi blew the marketing budget on Michael Jackson’s world tour of the Dangerous album – but 7Up briefly returned in 2002 as ‘official soft drinks partner’ of the Williams team, albeit without any branding on the car.

Now the fizz is back as PepsiCo ties up a multi-year agreement with F1 itself. Under the new deal the Gatorade sports drink brand will be the official partner of the sprint races, taking in the remaining four sprint rounds of 2025 at Spa-Francorchamps, Circuit of the Americas, Sao Paulo and Qatar, and continuing through 2026.

Fresh from its deal with the Minecraft movie, the Doritos brand of flavoured tortilla chips will become F1’s ‘official savoury snack partner’. The Sting Energy brand, which PepsiCo acquired in 2020, will become F1’s official energy drink.

As well as concessions at circuits to service fans in the grandstands, and brand experiences in the F1 Fan Zones, PepsiCo will activate its partnerships via on-pack promotions and digital experiences.

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, CEO of international beverages at 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.”

F1 CEO Stefano Domenicali added: “Today 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.

“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-lasting history of creativity and ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner to share together unique moments along our journey.”