F1
PepsiCo becomes new official partner of F1 until 2030
© Florent Gooden/DPPI
A week after Disney, the F1 announces a major new official partnership with the PepsiCo group, a food company specializing in the food industry. A multi-year agreement running until 2030 has been signed. Some of the American multinational's flagship products will be highlighted, including Sting Energy drinks, Gatorade, and Doritos chips.
“This partnership includes opportunities such as immersive brand experiences in Fan Zones and rights to limited-edition and co-branded products.”, F1 said in a statement on Tuesday, May 27.
Sting Energy will join Formula 1 as the official energy drink, while Gatorade will become the official partner of Sprint Races. Meanwhile, Doritos will become the official partner of savory snacks. Additionally, as part of its commitment to supporting the development and opportunities of the sport, PepsiCo will also extend its partnership to the F1 Academy. Further details will be announced shortly.
Formula 1 and PepsiCo announce a groundbreaking multi-year agreement that sees PepsiCo become an Official Partner of the sport until 2030#F1 pic.twitter.com/pPlbwWYUKN
- Formula 1 (@ F1) May 27, 2025
PepsiCo present throughout the F1 ecosystem
“Today is an opportunity to celebrate the partnership between two iconic and historic global brands. A sparkling union that will combine tradition and innovation. It will generate excitement, entertainment, and unforgettable experiences for our fans and customers around the world.”, says Stefano Domenicali, CEO of Formula 1.
“PepsiCo will harness the unique potential of F1 as a global platform to connect with new audiences. And we will benefit from their energy, their extraordinary products and their loyal community.”He says.
Eugene Willemsen, the American group's general manager in charge of beverages, also spoke. “This historic partnership with Formula 1 represents a perfect fusion of two global powers who share a passion for creating extraordinary fan experiences.”, says the leader.
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Yves-Henri RANDIER
27/05/2025 at 01:46 a.m.
"This partnership includes opportunities such as immersive brand experiences in Fan Zones. And rights to limited-edition and co-branded products." It's 100% Yankee business with disgusting junk food! And F1, which wants to be greener, is partnering with one of the biggest agro-industrialists, the king of industrial and chemical food...