Dubai, U.A.E.: PepsiCo has revealed a milestone global partnership with the Mercedes-AMG PETRONAS Formula One Team, set to begin in 2026. The collaboration brings together three of PepsiCo’s leading brands—Gatorade®, Sting®, and Doritos®—marking the first time this trio will collectively partner with an F1 team. The agreement expands PepsiCo’s existing involvement in Formula 1 and strengthens its footprint within one of the world’s most dynamic sports.
With Formula 1 continuing its rapid worldwide expansion, the partnership places PepsiCo at the core of the sport’s rising cultural influence. The alliance will integrate deeply across the Mercedes-AMG PETRONAS F1 Team’s operations, spanning performance hydration initiatives, fan engagement, and global activations.
Advancing Team Performance
Gatorade®, backed by six decades of sports science expertise and the research capabilities of the Gatorade Sports Science Institute (GSSI), will support the team’s hydration and performance frameworks. In a sport where drivers may lose up to 4 kg of body weight through sweat during a single race, optimal hydration becomes essential. Gatorade will collaborate with the team to design tailored hydration strategies, strengthening the Mercedes-AMG PETRONAS F1 Team’s competitive edge in a field where fractions of a second determine results.
Uniting F1 Talent with Brand Strength
The partnership also brings together the star power of drivers George Russell and Kimi Antonelli, who represent two distinct eras of racing excellence. Russell is already recognized as one of the sport’s standout performers, while Antonelli’s swift ascent into Formula 1 positions him as the face of the next generation. Both drivers will participate in content, campaigns, and activations showcasing Gatorade, Doritos, and Sting, helping to elevate fan experiences worldwide.
Elevating Fan Energy Worldwide
Sting®, a top-performing energy drink across major emerging markets such as India, Pakistan, Vietnam, and Egypt, adds its high-energy persona to the partnership. Its rapid growth aligns with both Formula 1’s surging popularity and the Mercedes-AMG PETRONAS F1 Team’s expanding presence in these regions. Sting will inject its bold identity into race weekend experiences, amplifying the sport’s excitement and engaging Gen Z fans more powerfully than ever.
Adding Bold Flavor to the Track
Doritos® joins the partnership with a mission to deliver culturally charged, flavor-driven experiences to fans. Known globally for its bold personality, the brand will leverage its creative edge to activate high-impact moments throughout the racing calendar. With access to global rights, Doritos will bring fans closer to the intensity of Formula 1, reflecting the speed and adrenaline of the sport through immersive snacking experiences.
Leadership Comments
Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, said: “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 F1. 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 & Chief Executive Officer, Mercedes-AMG PETRONAS F1 Team, said: “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, Mercedes-AMG PETRONAS F1 Team, added: “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.”
