PepsiCo has announced a landmark global partnership with Mercedes-AMG PETRONAS F1 team beginning in 2026, bringing together three of its powerhouse brands – Gatorade®, Sting®, and Doritos® – with the iconic Formula 1 team. This multi-year partnership builds on PepsiCo’s existing Formula 1 relationship and marks the first time that three category-leading PepsiCo brands will partner with an F1 team.
Building on Formula 1’s “explosive” growth trajectory and rapidly expanding fanbase, this partnership positions PepsiCo at the heart of the sport’s global momentum through comprehensive integration across Mercedes-AMG PETRONAS F1 Team’s operations, from pioneering hydration programs to immersive fan experiences.
Fuelling team performance
Gatorade® brings its 60-year heritage and the expertise of the Gatorade Sports Science Institute (GSSI) to the paddock for the first time.
“In a sport where drivers can lose up to 4 kilograms of body weight through sweat in a single race[1], hydration is critical to performance – and Gatorade’s world-leading expertise in hydration science and performance solutions will be integrated into Mercedes-AMG PETRONAS F1 Team performance programs,” said PepsiCo.
“This program implements a fully customised performance hydration strategy – giving the Mercedes-AMG PETRONAS F1 Team a performance edge, in a sport where every millisecond matters.”
F1 talent meets brand power
The partnership will also leverage Mercedes-AMG PETRONAS F1 Team’s drivers, George Russell and Kimi Antonelli, who represent two generations of racing excellence. Mr Russell, established as one of F1’s premier talents, brings proven performance and an authentic connection to fans worldwide. Mr Antonelli, who made headlines with his rapid rise through the ranks to F1, embodies the sport’s exciting future and next generation of talent.
“Through the partnership, fans will see both drivers participate in fan engagement initiatives that showcase the collective strengths of Gatorade, Doritos and Sting – from behind-the-scenes content to fan-focused activations.”
Energising the global fanbase
Sting®, as the “number one: energy drink in markets including India, Pakistan, Vietnam, and Egypt[2], brings its “explosive” growth story to the paddock.
“With market-leading positions across emerging markets, Sting’s trajectory mirrors both F1’s and Mercedes-AMG PETRONAS F1 Team’s expansion in these high-growth regions,” said PepsiCo.
“Sting brings its energetic brand spirit to race weekends – and with Sting, fast just got faster, connecting Gen Z fans to the Mercedes-AMG PETRONAS F1 Team, bringing them to the race, and delivering the excitement of F1 faster than ever.”
Bringing bold flavour to the fast lane
Doritos® joins the Mercedes-AMG PETRONAS F1 Team to elevate the fan experience with a shared belief in boldness – on the track, in culture, and in every bite.
“As the world’s boldest snack brand, Doritos will ignite race weekends with high-impact, flavour-forward experiences inspired by the intensity and precision of F1,” said PepsiCo.
Through global activation rights, Doritos will bring its signature edge to fans everywhere, capturing the speed, tension, and excitement of Grand Prix weekends and bringing the thrill of the track into the snacking world. Together, Doritos and Mercedes-AMG PETRONAS F1 Team will provide the global F1 community with an “unmistakable” combination of flavour and adrenaline.
“This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team,” said Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo.
“Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling 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 organisations.”
Mercedes-AMG PETRONAS F1 Team Principal and Chief Executive Officer Toto Wolff said: “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence.
“Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
Mercedes-AMG PETRONAS F1 Team Chief Commercial Officer Richard Sanders said: “We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”
[2] Source: Globaldata, Energy Drinks, Volume Share 2024Y. Data accessed 20-Nov-2025Y.
