The official partner of Formula 1 has been announced in a groundbreaking multi-year agreement. The deal will see PepsiCo as the official partner of Formula 1 until 2030. The deal was announced in May 2025, bringing together two powerhouse brands, promising to deliver innovative fan experiences and global reach.
The partnership marks a significant milestone for both organisations. Formula 1 has a fan base that exceeds 820 million worldwide and continues to expand even today. Meanwhile, PepsiCo is a global leader in food and beverages with a presence in over 200 markets and brings back a variety of iconic brands like Gatorade, Doritos, and Sting Energy.
Stefano Domenicali On The Deal
Formula 1 CEO Stefano Domenicali talked about the partnership and said, “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,” he added
Highlights Of The Deal With PepsiCo Being The Official Partner Of Formula 1
As a part of the agreement, PepsiCo will prioritise fan engagement that extends beyond F1 venues. The company plans to launch exciting on-pack promotions, digital experiences, and unique content designed to bring the racing world of F1 to an even wider audience. Key highlights of the partner include:
- Sting Energy becomes the official energy drink of F1, marking its rapid growth in markets around the world.
- Gatorade is named the official partner of Formula 1 Sprint, bringing its legacy and athletic performance to the sport’s dynamic sprint format at iconic venues like Austin, Sao Paulo, and Qatar.
- Doritos will take on the role of Official Savoury Snack Partner, adding a flavourful vibe to the F1’s hospitality and fan offerings.
This partnership is strategic and coincides with F1’s 75th anniversary season. The company’s involvement is expected to fuel further growth for its flagship brands and F1 alike.
Eugene Willemsen Speaks About The Deal
Eugene Willemsen, CEO of PepsiCo, said on the deal, “This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences. 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,” he added
As the collaboration unfolds through 2030, it promises to redefine the meaning of motorsports in the sports world.
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