F1 Announces Major Partnership with PepsiCo

F1 Strikes Landmark Partnership with PepsiCo

Formula 1 has announced a significant new partnership with global food and beverage giant PepsiCo, integrating several of its popular brands into the sport.

The Deal Details:

• Duration: The multi-year agreement extends through the 2030 season, coinciding with F1's 75th anniversary year.
• Key Brands: F1 fans can expect increased visibility for Sting Energy, Gatorade, and Doritos.
  • Sting Energy: Designated as the official energy drink of Formula 1.
  • Gatorade: Named the official partner of the F1 Sprint.
  • Doritos: Established as F1's official savoury snack partner.

Why it matters: This collaboration signifies F1's growing commercial appeal, leveraging iconic consumer brands to enhance fan engagement and expand its global reach. "Today is a moment to celebrate the partnership between two iconic and historic global brands," said F1 CEO Stefano Domenicali. "A sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world."

The Big Picture: PepsiCo aims to utilize Formula 1's vast global platform to connect with new audiences, while F1 will benefit from PepsiCo's extensive portfolio and established consumer base. Domenicali added, "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."

What's next: Fans can anticipate integrated marketing campaigns and product activations throughout the upcoming seasons as the partnership unfolds.