Mercedes partners with PepsiCo to promote global F1 brands

Mercedes-AMG Petronas Formula One Team has entered a multi-year global sponsorship agreement with PepsiCo, marking the first time three of the company’s brands—Gatorade, Sting, and Doritos—will collectively partner with a Formula One team.

The deal deepens PepsiCo’s presence in F1, where the company is already an official series partner, and will provide integrated brand activations across the team’s global fanbase.

Toto Wolff, Mercedes team principal and CEO, highlighted the strategic alignment: “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.”

PepsiCo brands will leverage Mercedes drivers George Russell and Kimi Antonelli in behind-the-scenes content and fan activations.

Sting, already a leading energy drink in markets including India, Pakistan, Vietnam, and Egypt, will use the partnership to strengthen its global reach.

Doritos will drive fan engagement through international activation rights, while Gatorade will integrate its hydration science into Mercedes’ performance programmes, enhancing the team’s existing strategies.

Eugene Willemsen, CEO of International Beverages at PepsiCo, said: “This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula One team. Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1.”

The deal builds on PepsiCo’s historical involvement in F1, following previous partnerships with 7Up and Jordan. The collaboration is expected to create global sponsorship opportunities, strengthen fan engagement, and align high-profile consumer brands with international motorsport performance.

Discover how Mercedes and PepsiCo are transforming Formula One sponsorship with multi-brand activations and global fan experiences in the full story.