PepsiCo Enters Multi-Year Partnership with Formula 1
In a significant development for both brands, PepsiCo has secured a multi-year partnership with Formula 1, designating Gatorade as the official partner for sprint races. This agreement encompasses the remaining four sprint events of 2025 at Spa-Francorchamps, Circuit of the Americas, São Paulo, and Qatar, extending through 2026.
The partnership revives PepsiCo’s relationship with F1, previously highlighted by its affiliation with the Williams team in 2002. As part of the new deal, the Doritos brand will be recognized as the official savoury snack partner, while Sting Energy, acquired by PepsiCo in 2020, will serve as the official energy drink.
PepsiCo will enhance the fan experience at race venues through on-site concessions, F1 Fan Zone activations, and various digital promotions.
Eugene Willemsen, CEO of International Beverages at PepsiCo, stated, “This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses… together, we’ll deliver bold, innovative experiences that connect with drivers and fans.”
F1 CEO Stefano Domenicali highlighted the importance of this collaboration, remarking, “PepsiCo will tap into the unique potential of Formula 1… we will benefit from their energy and extraordinary products.”
This partnership marks a pivotal moment in enhancing fan engagement and expanding both brands’ reach in new markets.
