Formula 1 has announced a major new partnership with PepsiCo that will run until 2030. The deal brings together the excitement of the sport with some of PepsiCo’s most iconic brands including Sting Energy, Gatorade and Doritos. More than just a sponsorship, this long-term agreement will see PepsiCo become an Official Partner of Formula 1, with a strong focus on fan engagement both at the races and far beyond.
Doritos has been named the Official Savoury Snack Partner of Formula 1, and will be making an appearance trackside and in homes worldwide through global activations. Sting Energy will become the Official Energy Drink of Formula 1, while Gatorade is set to fuel F1’s Sprint format as its Official Partner, kicking off at Spa-Francorchamps later this year and continuing through key races in Austin, Sao Paulo and Qatar.
PepsiCo plans to take the fan experience to the next level with limited edition co-branded products, digital campaigns and on-pack promotions designed to bring the spirit of Formula 1 to more fans than ever. From immersive brand experiences in F1 Fan Zones to themed point of sale materials in major retailers, the collaboration aims to create a closer link between motorsport and everyday consumers.
Starting in 2026, PepsiCo’s entire snack and soft drink portfolio will also be part of the official supply and pouring rights across Formula 1 events.
