Gatorade grabs F1 sprint naming rights in landmark PepsiCo partnership

Formula 1 has announced a landmark global partnership with PepsiCo that will see Gatorade, Doritos, and Sting Energy integrated into key events.

Per PepsiCo, the deal includes everything from trackside advertising to naming rights for the remaining sprint races in the 2025 Formula 1 season.

F1 news: PepsiCo makes waves as new Formula 1 partner

PepsiCo, the second-largest food and beverage business globally, will be Formula 1’s newest Official Partner, bringing three of its prominent brands into the sport: Gatorade, Doritos, and Sting Energy.

"Sting will take center stage as the Official Energy Drink of Formula 1, Doritos will be the Official Savoury Snack Partner, delivering unique food experiences, and Gatorade will align with F1’s performance-driven story, as the Official Sports Drink Partner," Adam Warner, PepsiCo VP of Global Sports & Entertainment Partnerships, told PlanetF1.com.

Furthermore, Gatorade will be the official presenting sponsor of F1’s sprint races. PepsiCo stated this includes "prominent branding across media elements, such as official naming rights, broadcast graphics, interview backdrops, and LED signage throughout Sprint weekends," commencing later this year. Gatorade will also feature prominently in F1 Academy, with its logo displayed on race suits, liveries, and garages. Additionally, Sting Energy activations will allow fans to "interact with racing sounds, create their own versions, and unlock exclusive experiences" both trackside and remotely. PepsiCo will host fan activations at 21 races, offering unique ticketing and hospitality experiences, and serving as the exclusive product provider at F1 races worldwide.

"This partnership represents a perfect alignment of two dynamic global properties," Warner stated.

"F1’s distinctive ‘glocal’ presence — 24 races across 21 countries on five continents – offers a powerful global platform for showcasing PepsiCo’s brand portfolio." He highlighted Sting as a rapidly growing brand that aligns perfectly with F1’s ideals.

"F1 has transcended traditional motorsport in a big way to become this entertainment and lifestyle phenomenon that’s attracting exactly the social strivers at the heart of Sting’s consumer base," Warner explained.

"These social strivers want to take what could be a mundane, everyday moment and electrify it, magnify it, make it quite exciting — exactly what Sting delivers and what F1 embodies."

At-home activations will also be integral to PepsiCo’s vision for its F1 integration.

"At its core, the vision is to democratize access to the thrill and energy of Formula 1, reaching more fans around the world while driving growth for our brands in key markets," Warner told PlanetF1.com.

"We recognize that 99% of F1 enthusiasts will never attend a race in person – our vision is to bridge that gap, bringing the electrifying atmosphere of F1 to consumers in their daily lives.

"Ultimately, we’re aiming to establish a new model for sports partnerships – one that enhances the fan experience at every touchpoint, creates authentic connections between brands and consumers, and drives growth for both entities."

These at-home activations will include on-pack promotions (e.g., F1 promotions on Doritos bags), digital content series, exclusive virtual experiences, and limited-edition products.

"Our recent extension of the UEFA Women’s sponsorship through 2030 illustrates this approach," Warner said.

"We recognized that women’s football is entering a new era of growth, attracting new audiences while deepening engagement among existing sports fans worldwide. By supporting this momentum and enhancing the fan experience, we’ve been able to drive both brand and commercial growth.

"With F1, we’re applying similar principles — identifying the aspects of the sport that fans are most passionate about and finding meaningful ways for our brands to enhance those moments."

He further explained PepsiCo’s goals regarding Sting.

"In a sport where every detail matters to the fans, Sting is tuning into the most iconic one — the sound," Warner said.

"Partnering with world-renowned DJ Armin van Buuren, Sting is uncovering a surprising twist: the word ‘Stinggg’ hidden within the roar of an F1 engine.

"What started as a playful studio experiment quickly went viral, fueling buzz across racing, music, and sports communities." This is the buzz PepsiCo aims to create across its various F1 activations.

Formula 1 fans can expect these activations to appear trackside and in stores starting in 2025.

Reacting to the new partnership, Formula 1 President and CEO Stefano Domenicali stated: "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."