PepsiCo has recently unveiled a global alliance with the Mercedes-AMG Petronas Formula One Team that will commence in 2026. This marks a first for the company, as three of its brands, Gatorade, Sting, and Doritos, will collectively collaborate with a Formula 1 team. This enduring partnership will incorporate these brands into various aspects of the team’s operations, including hydration plans and fan interaction initiatives.
Eugene Willemsen, the CEO of International Beverages at PepsiCo, expressed enthusiasm regarding the partnership. He noted that it symbolizes the unification of performance, energy, and flavor. The collaboration brings together three of PepsiCo’s most prominent brands and the world’s most successful Formula 1 team, both of which share a commitment to performance, innovation, and excellence.
Gatorade will provide backing for the team’s hydration and performance programs. Sting, on the other hand, will concentrate its efforts on high-growth markets that coincide with the sport’s expansion. Doritos will augment fan experiences and worldwide activations associated with Grand Prix events.
Toto Wolff, the team principal and CEO of Mercedes-AMG Petronas F1, stated that the partnership mirrors the alignment between the team’s objectives and PepsiCo’s brand portfolio. In his words, the brands perfectly align with the team’s belief of chasing ultimate performance through innovation and excellence. He highlighted Gatorade’s expertise in sports science, Sting’s vibrant energy, and Doritos’ cultural significance each as bringing something unique to the partnership. Together, they forge a partnership that not only fortifies the team’s performance, but also amplifies the experience for their global fan base.
This partnership will utilize the profiles of drivers George Russell and Kimi Antonelli. Russell, with his reliable track record and extensive fan base, together with Antonelli, a representative of the incoming generation of drivers, will be featured in communications, behind-the-scenes content, and fan interaction programs with the three brands.
Richard Sanders, the Chief Commercial Officer of the Mercedes-AMG Petronas F1 Team, lauded the partnership. He stated that their proficiency in this sector will assist in delivering fantastic experiences for their guests and fans, both on and off the track. He added that this partnership brings real value to how they function on a daily basis and how they connect with people around the world.
What are the main PepsiCo brands involved in this partnership?
The three main brands involved are Gatorade, Sting, and Doritos.
What roles will Gatorade, Sting, and Doritos play in the partnership?
Gatorade will support the team’s hydration and performance programs, Sting will focus on high-growth markets aligned with the sport’s growth, and Doritos will contribute to fan experiences and global activations linked to Grand Prix events.
Which drivers’ profiles will the partnership utilize?
The partnership will leverage the profiles of drivers George Russell and Kimi Antonelli.
