Mercedes-AMG Petronas F1 Team Secures Multi-Year Global Partnership with PepsiCo

The Mercedes Formula One team has announced a multi-year global partnership with PepsiCo, starting next season. This deal will prominently feature three PepsiCo brands: Gatorade, Sting, and Doritos, marking the first time such a trio has simultaneously partnered with an F1 team. This move also deepens PepsiCo's existing relationship with Formula 1, where it already holds official series partnerships for Sting (energy drink), Gatorade (F1 Sprint partner), and Doritos (savory snack partner).

Why it matters:

After years of PepsiCo's absence from direct team sponsorship, this return with Mercedes-AMG Petronas F1 Team signifies a major commercial coup for both parties. For Mercedes, it brings in a global powerhouse of consumer brands, further diversifying their revenue streams and strengthening their market presence. For PepsiCo, it's a strategic entry to leverage the massive global audience of F1, particularly in emerging markets where brands like Sting are already dominant, while re-establishing direct ties with a top-tier team.

The details:

• Brand Synergy: The partnership brings together Gatorade, Sting, and Doritos, each targeting different aspects of the F1 ecosystem.
  • Gatorade: Will focus on performance, integrating hydration science and customized, data-driven strategies into Mercedes' existing programs.
  • Sting: Aims for global brand awareness, particularly in markets like India, Pakistan, Vietnam, and Egypt, where it's already a leading energy drink.
  • Doritos: Will drive visibility and fan engagement globally through its activation rights, leveraging its cultural relevance.
• Driver Involvement: Mercedes drivers George Russell and Kimi Antonelli will be key figures, featuring in behind-the-scenes content and fan activations.
• Visibility: While specific branding on cars, racesuits, and team kit remains undisclosed, the multi-year nature suggests significant integration.
• Historical Context: This marks PepsiCo's return to direct team sponsorship after a long hiatus, with previous notable involvement including 7Up's title partnership with Jordan in 1991 and a less visible partnership with Williams in 2002.

The big picture:

This partnership underscores the growing commercial appeal of Formula 1 and the strategic value of aligning with top teams. With Mercedes' financial strength, including record profits of UK£120m in 2024 and recent high-valuation stake sales, this deal adds another layer of stability and growth potential. PepsiCo's diverse portfolio offers a multi-faceted approach to engage F1's global fanbase, from performance hydration to cultural relevance.

What's next:

Fans can anticipate new activations and content featuring Russell and Antonelli, along with increased brand presence of Gatorade, Sting, and Doritos around F1 events. The success of this partnership will be a key indicator of how consumer brands can effectively leverage F1's platform for both performance and mass-market engagement in the coming seasons.