PepsiCo Announced As Official Partner Of Formula 1 

Formula 1 has announced a major multi-year partnership with PepsiCo, naming the global beverage and snack company as an Official Partner of the sport through 2030. The announcement was made ahead of the Belgian Grand Prix, and the partnership will bring several of PepsiCo’s top brands, including Gatorade, Sting Energy, and Doritos, into the F1 world. According to respective organizations, this collaboration is designed to better fan engagement at racetracks and beyond, with immersive experiences, branded content, and unique promotions tied to races around the world. 

The Pepsi F1 partnership will also see Sting Energy become the Official Energy Drink of Formula 1. Gatorade also joins as the Official Partner of the F1 Sprint format, which is a shorter race that has quickly gained popularity among fans. On the other hand, Doritos has been designed as the Official Savory Snack Partner, with product integration expected throughout F1 venues and broadcasts. These brand activations are part of a bigger effort by PepsiCo to increase global visibility for its products by tapping into Formula 1’s growing international audience. 

Something interesting about these announcements is that many crypto sports platforms had listed betting odds in the lead-up to finding out who the official partners would be. Bettors could place bets on which brands they thought might become F1’s next official partners. According to Richard Presley, sites like these are pushing the boundaries of what betting platforms can offer. Not only can users wager on outcomes like lap times and race winners, they can also wager on novelty bets like car livery colors, future rule changes, and even major sponsorship deals. These platforms are far more versatile and technologically advanced than traditional sportsbooks, offering a dynamic and engaging experience for bettors. 

From this deal, PepsiCo’s presence is set to expand into the F1 Academy. This is the developmental series designed to support emerging talent in the sport. Although specific details have yet to be disclosed, this signals that PepsiCo is aiming to support both the top-level races and the next generation of drivers. With further investments in the F1 Academy, the move mirrors a broader strategy within F1 to grow the sport globally and reach new demographics.

As part of the partnership, PepsiCo will have pouring and supply rights across its portfolio at all Grand Prix events beginning in 2026. So, fans can expect to see PepsiCo products not only promoted through advertising but also physically present at race circuits worldwide. Limited-edition co-branded products and themed packaging will also hit the shelves, supported by point-of-sale displays across PepsiCo’s global retail footprint.

F1 CEO Stefano Domenicali welcomed the deal, calling it a fusion of two global powerhouses that share a passion for entertainment and innovation. “This partnership will bring together tradition and innovation, generating excitement and unforgettable experiences for our fans,” Domenicali said. “PepsiCo’s creativity and global reach make them an ideal partner as we continue to expand our sport.” With the announcement now official, fans can expect to see the first elements of the PepsiCo partnership roll out later this year.