Revving Up: PepsiCo's Historic Return to Formula 1
In a significant development for motorsport enthusiasts, PepsiCo has announced a groundbreaking multi-year partnership with Formula 1, marking the company's return to the high-octane world of racing. This agreement, effective from 2025 and extending through 2030, positions PepsiCo as an Official Partner of the sport, bringing its iconic brands Sting Energy, Gatorade, and Doritos into the spotlight of one of the world's fastest-growing sports.
The partnership revives memories of PepsiCo's earlier involvement with Formula 1, notably through its 7Up branding on the Jordan 191 car in the early 1990s. While that collaboration was short-lived, the new deal promises a deeper integration, with PepsiCo securing comprehensive rights to engage with F1's massive global audience of 1.6 billion viewers and an active fan base of 826 million across 21 countries on the racing calendar.
Brand Power: How PepsiCo Plans to Engage F1 Fans
Under the terms of the deal, each of PepsiCo's featured brands will play a distinct role in enhancing the Formula 1 experience. Gatorade, known for its sports hydration products, will serve as the official partner of the sprint races, covering the remaining four sprint rounds of 2025 at Spa-Francorchamps, Circuit of the Americas, Sao Paulo, and Qatar, with plans to continue through 2026. Meanwhile, Doritos will take on the role of 'official savoury snack,' leveraging its recent visibility in other entertainment sectors to create unique fan activations.
Sting Energy will be positioned as the Official Energy Drink of Formula 1, aiming to fuel the excitement of race weekends. As stated in a release from PepsiCo, 'This partnership unites the world's fastest growing sport with three of PepsiCo's powerhouse brands,' emphasizing their commitment to creating unforgettable fan experiences worldwide through co-branded products and immersive brand activations.
The strategic alignment with Formula 1 offers PepsiCo a powerful platform to connect with consumers in over 200 territories via broadcast, amplifying brand visibility on a global scale. This move is seen as a testament to PepsiCo's passion for aligning with high-energy events that resonate with diverse audiences.
Looking Ahead: The Impact of PepsiCo's F1 Partnership
The long-term implications of this partnership are poised to reshape fan engagement in motorsport. With trackside branding, consumer activations, and special experiences planned at select races, PepsiCo aims to deepen its connection with Formula 1's dedicated fan base. The collaboration also reflects the growing trend of major corporations investing in sports partnerships to tap into vast, engaged audiences.
As the 2025 season approaches, all eyes will be on how PepsiCo's brands integrate into the fabric of Formula 1 events. This deal not only marks a nostalgic return for the company but also sets the stage for innovative marketing strategies that could redefine sponsorships in the sport for years to come.