Mercedes Secures Landmark F1 Partnership with PepsiCo Brands

Mercedes-AMG Petronas F1 Team has announced a "landmark global partnership" with PepsiCo, bringing three of its iconic brands – Gatorade, Sting, and Doritos – into the fold starting in 2026. This move marks the first time these category-leading brands will partner with an F1 team, significantly expanding their presence within the sport.

Why it matters:

This partnership is a significant commercial coup for Mercedes and reflects the growing global appeal of Formula 1. Attracting a powerhouse like PepsiCo with its diverse brand portfolio not only injects substantial financial backing but also introduces F1 to a wider consumer base through targeted activations. It underscores the sport's increasing value as a marketing platform for major international brands.

The details:

• Gatorade's Role: The Gatorade Sports Science Institute (GSSI) will integrate its expertise directly into the F1 paddock. This will focus on advanced hydration science for Mercedes drivers George Russell and Kimi Antonelli, bringing cutting-edge athletic performance research into the demanding world of Formula 1.
• Sting and Doritos Activation: Both Sting energy drink and Doritos snacks will leverage activation rights across social media channels. This aims to engage fans with the youthful energy associated with Sting and the cultural relevance of Doritos, connecting with F1's diverse and rapidly expanding audience.
• Mercedes' Perspective: Team Principal and CEO Toto Wolff emphasized that the partnership aligns with Mercedes' ethos of "chasing ultimate performance through innovation and excellence." He highlighted how each brand brings something unique, supporting the team's performance while enhancing the fan experience globally.
• PepsiCo's Vision: Eugene Willemsen, CEO of International Beverages at PepsiCo, stated that the company is now "inside the culture of the sport." He underlined that the partnership unites performance, energy, and flavor, fueling both the athletes and the passionate F1 fanbase.

The big picture:

Formula 1 has seen a surge in commercial interest and fan engagement over recent years, driven partly by global expansion efforts and popular media like Netflix's "Drive to Survive." This deal with PepsiCo is a testament to the sport's elevated status and its ability to attract major global consumer brands looking for impactful marketing platforms. For Mercedes, it reinforces their position as one of F1's most commercially attractive teams.

What's next:

The partnership officially kicks off in 2026, coinciding with new technical regulations in Formula 1, which will bring significant changes to power unit and chassis design. The integration of Gatorade's sports science expertise could provide a competitive edge for Mercedes in driver performance and well-being. The social media activations by Sting and Doritos are expected to roll out, aiming to create deeper engagement with F1 fans worldwide and further embed these brands within the sport's culture.