Mercedes crack open global F1 partnership with PepsiCo

• PepsiCo adds to partnership with F1 signed in May
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The Mercedes Formula One team have agreed a multi-year global partnership with food and beverage giant PepsiCo, starting from next season.

The deal will promote the Gatorade, Sting and Doritos brands, marking the first time three PepsiCo brands have partnered simultaneously with a Formula One team.

The agreement also deepens PepsiCo’s broader relationship with Formula One, where the company already features in the series’ official partnership portfolio. Sting is Formula One’s official energy drink, Gatorade is the official partner of the F1 Sprint and Doritos is the series’ official savoury snack partner.

It is unclear if or how the PepsiCo brands will be presented on Mercedes’ cars, driver racesuits and team kit.

“Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport,” said Toto Wolff, team principal and chief executive of Mercedes.

“As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique.

“Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”

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In terms of the different segments of the deal, both Sting and Doritos will focus on brand awareness. Sting is already a leading energy drink in markets such as India, Pakistan, Vietnam and Egypt, and will use the partnership to strengthen its impact on the global stage. Doritos, meanwhile, will utilise its global activation rights to drive visibility and fan engagement across key markets.

Gatorade will take a more performance-led role. Through this partnership, hydration science and performance solutions will be integrated into Mercedes’ existing performance programmes, creating a fully customised, data-driven hydration strategy for the team.

All three brands will leverage Mercedes drivers George Russell and Kimi Antonelli, who will feature in behind-the-scenes content and fan-focused activations throughout the partnership.

“This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula One team,” said Eugene Willemsen, chief executive of international beverages at PepsiCo.

“Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG Petronas Formula One Team reflects our shared commitment to performance, innovation, and excellence – values that define both our organisations.”

This marks the first time a PepsiCo brand has partnered with a Formula One team since 7Up served as Williams’ official soft drinks partner in 2002, although there was no visible branding on the car. Prior to that, 7Up’s most notable involvement in the sport was its title partnership with Jordan in 1991.