In the week of the Spanish Grand Prix, an important announcement comes from the FOM: PepsiCo, the American multinational, will join the Formula 1 Circus until 2030.
In recent times, Formula 1 management has announced one partnership after another, the most recent being with Barilla. Today – May 27 – FOM and PepsiCo announced a multi-year agreement that will see the American company become an Official Partner of F1 through to 2030, combining the excitement of motorsport with products such as Sting Energy, Gatorade, and Doritos, with the aim of engaging existing, new, and diverse audiences on a global scale.
“PepsiCo will aim to create meaningful fan engagement beyond just the racetracks, through eye-catching on-pack promotions, digital experiences, and exclusive content that will bring Formula 1 to an even wider audience. The partnership also includes immersive experiences in the Formula 1 Fan Zone and rights for limited edition co-branded products ,” reads the official statement released by F1 Media.
With Monster as McLaren’s partner and Red Bull as both a team and energy drink brand within the Circus, a third energy drink will now enter the scene: Sting Energy, which will become the Official Energy Drink of Formula 1. Meanwhile, Gatorade will become the Official Partner of F1 Sprint, bringing “its legacy of fuelling peak athletic performance to the sport’s most dynamic format.” The debut will take place at Spa-Francorchamps this year, followed by the Sprint weekends in Austin, São Paulo, and Qatar.
Finally, Doritos will become the Official Savoury Snack Partner of Formula 1. Also included in the agreement is support for F1 Academy, the all-female series that has been accompanying the premier category for three seasons now. However, specific details have yet to be revealed.
“As part of their commitment to supporting development and increasing opportunity in the sport, PepsiCo will also extend their partnership to F1 Academy, with further details to be announced in due course,” the statement continues.
Domenicali on the PepsiCo partnership: “The ideal partner to share unique moments along our journey”
Stefano Domenicali, President and CEO of Formula 1, stated: “Today we celebrate the partnership between two iconic and historic global brands. A sparkling union that combines tradition and innovation, generating excitement, entertainment, and unforgettable experiences for our fans and customers around the world. PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences, and we will benefit from their energy, their extraordinary products, and their loyal community. With a long-standing history of creativity and a unique ability to celebrate special moments in life, PepsiCo is the ideal partner to share unique moments along our journey .”
Eugene Willemsen, CEO International Beverages at PepsiCo, added: “This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences. Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands – particularly Sting Energy – on the world stage. Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1’s continued expansion to new audiences in markets where PepsiCo and Sting have a strong presence “.
Photo: Formula 1.
