PepsiCo inks multi-year global sponsorship deal with Formula 1 through 2030
PepsiCo to boost global visibility through Formula 1 with branded fan experiences, exclusive merchandise, and snack and drink integrations.
USA – PepsiCo and Formula 1 have announced a multi-year global partnership that names PepsiCo an Official Partner of the prestigious racing series through 2030.
The collaboration aligns PepsiCo’s flagship brands—Sting Energy, Gatorade, and Doritos—with one of the most-watched sporting events worldwide.
Formula 1 boasts a cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, presenting PepsiCo with an expansive platform to engage consumers across 21 countries on the race calendar and more than 200 broadcast territories.
According to Eugene Willemsen, Chief Executive Officer of International Beverages at PepsiCo, the partnership marks the convergence of two global powerhouses. “Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond,” he said.
The agreement includes immersive activations in Formula 1 Fan Zones, on-pack promotions, digital experiences, and exclusive content, all tailored to expand the sport’s reach and enhance the fan experience.
Additionally, limited-edition co-branded merchandise will be made available to fans globally.
Stefano Domenicali, President and CEO of Formula 1, highlighted the significance of the deal, calling it “a sparkling union that will bring together tradition and innovation” to generate worldwide excitement and entertainment.
Under the agreement, Sting Energy becomes the Official Energy Drink of Formula 1, while Gatorade is designated as the Official Partner of F1 Sprint.
Meanwhile, Doritos has been named the Official Savoury Snack Partner of the series, cementing its presence at race circuits and among home viewers alike.
As part of its long-term vision, PepsiCo also aims to support the development of the sport through collaboration with the F1 Academy, with more details expected to be revealed soon.
From 2026, PepsiCo’s broad range of snacks and beverages will be available at all Formula 1 Grand Prix events, further integrating the company’s brands into the global racing ecosystem and enhancing the race-day experience for fans around the world.
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