PURCHASE, N.Y. — PepsiCo announced a global partnership with the Mercedes-AMG Petronas Formula 1 Team on Tuesday, December 2, 2025. The multi-year agreement, set to begin in the 2026 season, will integrate three of the company’s major brands—Gatorade, Sting, and Doritos—into the team’s operations and marketing.
This team-level deal follows PepsiCo’s broader league-wide sponsorship signed earlier in May 2025. Under the new agreement, Gatorade will serve as the team’s official performance partner, utilizing the Gatorade Sports Science Institute (GSSI) to develop hydration strategies for drivers George Russell and rookie Kimi Antonelli. Sting, an energy drink with a strong foothold in markets like India and Vietnam, will focus on engaging Gen Z fans, while Doritos will lead culinary and fan activations.
Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, stated in the press release:
“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.”
Why It Matters
This partnership signals a significant shift in the F1 sponsorship landscape, effectively ending Mercedes’ long-standing relationship with Monster Energy. By replacing a dedicated energy drink sponsor with a diversified portfolio (hydration, energy, and snacks), Mercedes is broadening its commercial appeal across different consumer occasions.
For the CPG sector, this move highlights the growing importance of “performance credibility” in sports marketing. Gatorade isn’t just paying for logo placement; it is embedding its R&D and hydration science directly into the team’s performance regimen. This technical integration provides a stronger marketing narrative than traditional badging. Additionally, the inclusion of Sting points to a targeted strategy to capture market share in Asia and the Middle East, where F1’s popularity is surging. Suppliers and manufacturers in the functional beverage space should note this trend of bundling “science” with “energy” to secure high-value sports assets.
FAQs
When does the PepsiCo Mercedes F1 partnership start?
The partnership officially begins with the 2026 Formula 1 season.
Which PepsiCo brands are involved?
The deal specifically features Gatorade, Sting energy drink, and Doritos.
Is Lewis Hamilton involved in this partnership?
No. The partnership leverages 2026 drivers George Russell and Kimi Antonelli, as Lewis Hamilton will have moved to Ferrari by the time this deal activates.
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