PepsiCo Taps into Formula 1’s 1.6 Billion Viewers with Global Partnership

PepsiCo and Formula 1 join forces in a major new global partnership set to energize fans in 2025 and beyond. In a move that unites two global powerhouses, PepsiCo has announced a worldwide partnership with Formula 1®, set to begin in 2025 as part of a multi-year commitment. This dynamic collaboration brings together the high-octane world of Formula 1 and three of PepsiCo’s most iconic brands—Sting Energy, Gatorade, and Doritos—offering unforgettable experiences for fans worldwide. With Formula 1's cumulative global audience of 1.6 billion viewers and an active fan base of 826 million.

Stefano Domenicali, President & CEO of Formula 1, said: 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-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey.

The deal also includes an official partnership with F1 Sprint, a format that has proven hugely popular among fans, with TV viewership on Sprint weekends averaging 10% higher than non-Sprint weekends. Demonstrating its commitment to empowering women in sport, PepsiCo will also extend its involvement to F1 Academy, with more details to come.

Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo, said: This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences. 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. 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 x Formula 1 Highlights

As an Official Partner of Formula 1, PepsiCo has secured extensive rights, including:

• TV-visible trackside advertising

• Fan Zone activation opportunities at all 21 races

• Tickets and hospitality experiences

• Exclusive marketing rights for Sting Energy, Gatorade, and Doritos

• Exclusive track pouring and product supply rights at global race venues

PepsiCo will be creating memorable fan engagement programs that include meaningful food and drink experiences beyond just the race venues, through exciting on-pack promotions, digital experiences, and unique content that will bring Formula 1 to an even wider audience. This partnership includes opportunities such as immersive brand experiences in Formula 1 Fan Zones and rights for limited edition, co-branded products.