Mercedes F1 signs global deal with PepsiCo

PepsiCo will partner with the Mercedes-AMG PETRONAS Formula 1 Team from 2026 in a multi-year agreement that brings Gatorade, Sting and Doritos together with one of the sport’s most prominent teams. The partnership strengthens PepsiCo’s presence in Formula 1 and represents the first time the three brands join forces with a team in the championship.

The collaboration places PepsiCo at the centre of Formula 1’s global momentum, integrating its brands across the team’s operations. The agreement includes performance support, content initiatives and fan engagement activities designed to connect with audiences worldwide.

Hydration science becomes part of team performance

Gatorade will contribute its long-standing hydration expertise to the Mercedes-AMG PETRONAS F1 Team through the Gatorade Sports Science Institute. With drivers losing significant body weight through sweat during races, tailored hydration strategies will become part of the team’s performance programme.

The partnership will also feature the team’s drivers, George Russell and Kimi Antonelli, across fan-focused content and activations for Gatorade, Sting and Doritos. Russell brings established on-track experience, while Antonelli represents the next generation of talent within the sport.

Energy drink Sting targets high-growth regions

Sting, which holds strong positions in markets such as India, Pakistan, Vietnam and Egypt, will use the partnership to deepen its connection with younger audiences. The brand aims to harness its presence in fast-growing regions where both Formula 1 and the Mercedes-AMG PETRONAS F1 Team continue to expand.

Doritos will focus on fan experience, using global activation rights to develop culturally driven content and on-site engagement that reflects the intensity of Grand Prix weekends.

Shared focus on performance and global reach

Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo: “This partnership unites performance, energy, and flavor under one banner - connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team. Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fueling both the athletes and the fans who live for the thrill of F 1. Partnering with Mercedes-AMG PETRONAS Formula 1 Team reflects our shared commitment to performance, innovation, and excellence - values that define both our organizations.”

Toto Wolff, Team Principal and Chief Executive Officer of Mercedes-AMG PETRONAS F1 Team: “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”

Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team: “We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”

www.pepsico.com

www.mercedesamgf1.com

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