PepsiCo is going to the races in a new worldwide partnership with Formula 1, beginning in 2025 as part of a multi-year commitment. As part of the partnership, PepsiCo’s with bring its Sting Energy, Gatorade, and Doritos brands to the track.
Each brand will be brought to life with the partnership as the deal connects the high-energy excitement of Formula 1 with PepsiCo’s passion for creating unforgettable fan experiences around the world. With Formula 1’s cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, this partnership establishes a powerful platform for PepsiCo to engage with consumers across the 21 countries on the racing calendar, and more than 200 territories through broadcast.
“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences,” said Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo. “Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands – particularly Sting Energy – on the world stage. Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1’s continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence.”
As an Official Partner of Formula 1, PepsiCo has secured comprehensive rights, including: TV-visible trackside advertising; Fan Zone activation opportunities at 21 races; tickets and hospitality experiences; exclusive marketing rights for featured brands; and exclusive track pouring and product supply rights, across global race venues. The deal also includes an official partnership with F1 Sprint, which has proven to be hugely popular among fans with TV viewership on Sprint weekends on average 10% greater than a non-Sprint weekend. As part of its long-standing commitment to empowering women in sport, PepsiCo will also extend its involvement to F1 Academy, with more details to be shared in the coming weeks.
Brands mentioned:
- Brand: Pepsico
- Property/ Rights Holder: Formula 1
- Agency: Golin Canada
(click on the link to view the agency’s Vendor Directory listing)
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