PepsiCo Accelerates Into F1 with Global Multi-Brand Sponsorship

PepsiCo is racing into Formula 1 with a global sponsorship deal running through 2030. The partnership brings powerhouse brands—Gatorade, Doritos, and Sting Energy—into the F1 spotlight with digital campaigns, event activations, and pouring/snack distribution rights at most of the 24 annual races.

Gatorade will become the presenting sponsor of F1 sprint races and a key partner of the F1 Academy, the series for rising female drivers. Sting leads the international push with high-energy promotions linking its brand sound to the roar of F1 cars. Doritos joins as a global snack partner with activation rights around the world.

This marks PepsiCo’s first official F1 venture. The brand aims to tap into the sport’s explosive growth, diverse global audience, and entertainment appeal—not just compete with Red Bull and Monster. PepsiCo sees the partnership as a strategic move to align its brands with a dynamic, young, and global fanbase.