PepsiCo Strikes Partnership With Mercedes AMG Petronas F1 Team
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Key Facts
- PepsiCo signs multi year global partnership with Mercedes AMG Petronas F1 Team beginning in 2026
- Three flagship brands will activate in the collaboration: Gatorade, Sting and Doritos
- Gatorade will introduce custom hydration programs through the Gatorade Sports Science Institute
- Sting will focus on energy driven fan engagement in fast growing F1 markets
- Doritos will shape flavour focused activations across global race weekends
PepsiCo is making a major move into Formula One, announcing a global partnership with the Mercedes AMG Petronas F1 Team that will begin in 2026 and bring three of the company’s most recognisable brands into the sport. The agreement links Gatorade, Sting and Doritos with the eight time world constructors’ champions and positions PepsiCo at the centre of F1’s worldwide surge in popularity.
At the team level, the collaboration brings Gatorade’s performance science into the paddock for the first time. Mercedes drivers will work with the Gatorade Sports Science Institute on custom hydration strategies, a critical advantage in a sport where drivers can lose several kilograms of body weight through sweat in a single race. Emerging talent Kimi Antonelli and established driver George Russell will also appear in programs and content across the three brands.
PepsiCo will use Sting and Doritos to build reach among younger and global audiences. Sting, a leading energy drink in several high growth markets, will anchor youth focused activations, while Doritos will bring flavour driven experiences to trackside and digital channels throughout the season. With performance, energy and culture all represented in one partnership, PepsiCo is positioning itself as a major presence in the next chapter of Formula One’s global expansion.
