PepsiCo, Buy, N.Y., introduced a world partnership with Mercedes-AMG PETRONAS F1 Crew starting in 2026, bringing collectively three of its powerhouse manufacturers — Gatorade, Sting, and Doritos — with the Method 1 workforce.
This multi-year partnership builds on PepsiCo’s present Method 1 relationship and marks the primary time that three category-leading PepsiCo manufacturers will companion with an F1 workforce. Constructing on Method 1’s progress trajectory and increasing fanbase, this partnership positions PepsiCo on the coronary heart of the game’s international momentum by way of complete integration throughout Mercedes-AMG PETRONAS F1 Crew’s operations, from pioneering hydration applications to immersive fan experiences, the corporate says.
Gatorade brings its 60-year heritage and the experience of the Gatorade Sports activities Science Institute (GSSI) to the paddock for the primary time. Gatorade’s experience in hydration science and efficiency options will likely be built-in into Mercedes-AMG PETRONAS F1 Crew efficiency applications. This program implements a completely custom-made efficiency hydration technique — giving the Mercedes-AMG PETRONAS F1 Crew a efficiency edge, firm says.
The partnership additionally will leverage Mercedes-AMG PETRONAS F1 Crew’s drivers, George Russell and Kimi Antonelli, who signify two generations of racing excellence. Russell, established as one in all F1’s premier abilities, brings confirmed efficiency and an genuine connection to followers worldwide, it notes. In the meantime, Antonelli, who made headlines together with his fast rise by way of the ranks to F1, embodies the game’s future and subsequent era of expertise, it says.
Via the partnership, customers will see each drivers take part in fan engagement initiatives that showcase the collective strengths of Gatorade, Doritos and Sting — from behind-the-scenes content material to fan-focused activations.
Sting, because the No. 1 vitality drink in markets together with India, Pakistan, Vietnam, and Egypt, brings its explosive progress story to the paddock, the corporate says. With market-leading positions throughout rising markets, Sting’s trajectory mirrors each F1’s and Mercedes-AMG PETRONAS F1 Crew’s growth in these high-growth areas, it provides.
Doritos joins the Mercedes-AMG PETRONAS F1 Crew to raise the fan expertise with a shared perception in boldness, based on the corporate. As one of many world’s boldest snack manufacturers, Doritos will ignite race weekends with high-impact, flavor-forward experiences impressed by the depth and precision of F1, it says. Via international activation rights, Doritos will carry its signature edge to followers in all places, capturing the pace, pressure, and pleasure of Grand Prix weekends and bringing the fun of the observe into the snacking world, it provides.
“This partnership unites efficiency, vitality, and taste underneath one banner — connecting three of PepsiCo’s most iconic manufacturers with the world’s most profitable Method 1 workforce,” stated Eugene Willemsen, CEO of Worldwide Drinks at PepsiCo, in an announcement. “Via Gatorade, Sting and Doritos, we’re contained in the tradition of the game, fueling each the athletes and the followers who dwell for the fun of F1. Partnering with Mercedes-AMG PETRONAS Method 1 Crew displays our shared dedication to efficiency, innovation, and excellence – values that outline each our organizations.”
Toto Wolff, workforce principal and CEO for Mercedes-AMG PETRONAS F1 Crew, added: “Welcoming an organization with a portfolio as sturdy as PepsiCo’s into our companion ecosystem is one other signal of the energy of our workforce and our sport. As a model, they align completely with our ethos of chasing final efficiency by way of innovation and excellence. Gatorade’s experience in sports activities science, Sting’s youthful vitality, and Doritos’ cultural relevance every carry one thing distinctive. Collectively, they create a partnership that not solely helps our workforce’s efficiency but in addition enhances the expertise for our followers all over the world.”
Richard Sanders, chief business officer for Mercedes-AMG PETRONAS F1 Crew, said: “We’re delighted to welcome PepsiCo to the workforce. Their experience on this sector will assist us ship nice experiences for our friends and followers on the observe and past. It is a partnership that provides actual worth to how we function day-to-day and the way we join with individuals all over the world.”
