Sourced: www.corp.formula1.com
PepsiCo and Formula One (F1) announce today (27th of May) a ground-breaking multi-year agreement that will see PepsiCo become an official partner until 2030. Joining the thrill of motorsport with some of the powerhouse products of the PepsiCo family.
The deal offers hug potential to both global brands and their worldwide fans.
Stefano Domenicali, President & CEO of F1, said: “A sparking union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences.”
Just as enormous coverage of 200 markets, the two brands together have unrivalled opportunities to engage existing, new and diverse audiences.
PepsiCo will be prioritising the creation of meaningful fan engagement beyond just the race venues through exciting on-pack promotions, digital experiences and unique content.
Domenicali, said: “PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with audiences and we will benefit from their energy, their extraordinary products and their loyal community.”
Including opportunities such as immersive brand experiences in F1 fan zones and rights for limited edition, co-branded products.
As PepsiCo’s flagship energy brand, Sting has seen rapid global growth across key markets such as India, Pakistan, Egypt and Vietnam.
Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo, said: “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.”
Marking a powerful platform for Sting’s continued expansion alongside F1’s ever-growing global audience.
PepsiCo’s broader brand portfolio will become deeply integrated into the F1 ecosystem through pouring and supply across its extensive soft drinks plus snacks at all F1 Grand Prixs from 2026.
Domenicali, said: “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.”
Willemsen, said: “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.”
PepsiCo will also leverage its expansive retail footprint to create an unmissable connection between F1 fans through F1 themed packaging, point of sale materials and fun promotions.
As part of their commitment to supporting development and increasing opportunity in the sport, PepsiCo will also extend their partnership to F1 Academy with further details to be announced in due course.
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