F1: PepsiCo secures pole position until 2030
The American giant becomes an official partner of Formula 1 for the next five seasons. A strategic commercial alliance, sealed on the occasion of the championship's 75th anniversary, places Sting Energy, Gatorade and Doritos on the starting grid.
PepsiCo and Formula 1 join forces to accelerate together. The partnership, made official on May 27, 2025, will extend until 2030. An unprecedented duration in a sport where long-term collaborations are increasingly sought after. Through this agreement, the food group will introduce several of its flagship brands into the highly-publicized paddock universe: Sting Energy becomes the official energy drink, Gatorade will sponsor the sprint races, while Doritos unexpectedly clinches the title of "official partner of savory snacks."
« Today, we celebrate the partnership between two iconic and historic global brands, said Stefano Domenicali, CEO of F1. PepsiCo is the ideal partner to share unique moments throughout our journey. »
Attract fans, appeal to the young
Behind this alliance, a clear commercial strategy: to attract a young and international audience, continuing the shift taken by F1 since the Liberty Media era. With brands that have impactful pop marketing, PepsiCo intends to capitalize on the exponential growth of the sport, particularly on social media and in emerging markets.
The group is also focusing on event activation: from interactive booths to fan zones, including limited edition products in team colors, the integration will be comprehensive.
A win-win partnership
For Formula 1, this partnership strengthens its positioning as a premium platform for global brands. Following collaborations with Heineken, Rolex, and Amazon Web Services, the arrival of PepsiCo confirms that the discipline has become an attractive playground for consumer giants.
« With a long history of creativity and ability to celebrate the special moments in life, PepsiCo is leveraging the unique potential of F1 to reach new audiences, summarizes Domenicali.
The agreement could also serve as a launchpad for bold co-branding campaigns or the introduction of new energy products suited to the high-performance image of Formula 1.
A strong signal at the dawn of 2030
This announcement comes as the championship celebrates its 75th anniversary and begins a new phase of its global development. As manufacturers prepare for major regulatory changes in 2026 (new hybrid engines, sustainable fuels), F1 continues to expand its commercial empire.
PepsiCo enters the arena as a key player in this transition, where performance, spectacle, and marketing engagement increasingly blend.
