Mercedes announces a sponsorship deal with PepsiCo

You had to go back to 1991 to find a sponsorship of this scale from PepsiCo, which displayed its 7Up brand on the Jordan 191, which made its debut in Formula 1From now on, the three brands involved in F1, namely Gatorade and Sting drinks, as well as Doritos snacks, will be linked to Mercedes.

Each brand will have a different role within the team, with Gatorade joining Mercedes as a hydration partner. As one of the market leaders in electrolyte drinks, the brand will work directly with the team to provide the most suitable hydration strategy for its drivers, George Russell and Kimi Antonelli.

The arrival of Sting, an energy drink primarily aimed at emerging markets, puts Mercedes back in this sector, after losing Monster Energy at the end of 2023, in favor of McLaren. Like the partnership with Doritos, the one with Sting is aimed at fans of the team, and limited editions of both products, in the colors of the Mercedes Formula 1 team, could be released.

Finally, this agreement with PepsiCo could have sporting implications beyond Formula 1. Indeed, Lisa Billard was recently announced as an F1 Academy driver for the "Gatorade team," which sponsors the championship. That said, Mercedes no longer has a driver in the category following their title win. Dorian Pin In Las Vegas, could we imagine a compromise being reached between the team, its new partner, and the young Iron Dames representative? Time will tell…

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