Mercedes Secures Landmark Sponsorship with PepsiCo's Gatorade, Sting, and Doritos

Mercedes-AMG Petronas F1 Team has announced a "landmark global partnership" with PepsiCo, bringing together three of its iconic brands – Gatorade, Sting, and Doritos – in a multi-year deal commencing in 2026. This marks the first time three PepsiCo brands have partnered with an F1 team.

Why it matters:

This partnership underscores the growing commercial appeal of Formula 1, attracting major global brands looking to connect with a diverse, expanding fanbase. For Mercedes, it signifies a substantial injection of resources and expertise, particularly in athlete performance and fan engagement, as the sport heads into a new regulatory era in 2026. The unique three-brand approach also highlights PepsiCo's strategic intent to tap into different facets of the F1 ecosystem.

The Details:

• Gatorade's Role: The Gatorade Sports Science Institute (GSSI) will integrate its expertise into the F1 paddock. This initiative aims to support Mercedes drivers George Russell and Kimi Antonelli in managing the extreme physical demands of F1, where drivers can lose up to four kilograms of body weight per race due to sweat.
• Sting's Focus: Positioned as a leading energy drink brand in various markets, Sting aims to connect with its "Gen Z fans" through the partnership, leveraging F1's youthful and dynamic appeal.
• Doritos' Contribution: Doritos will bring its "signature edge" to fans globally, likely through activations and content that resonate with its brand identity.
• Fan Engagement: The partnership will feature fan engagement initiatives, including behind-the-scenes content and interactive activations, showcasing the collective strengths of the three brands and the Mercedes team. Drivers will be actively involved in these programs.
• PepsiCo's Vision: Eugene Willemsen, CEO of International Beverages at PepsiCo, stated that the partnership unites performance, energy, and flavor, reflecting a shared commitment to innovation and excellence between PepsiCo and Mercedes.

The Big Picture:

Formula 1 is experiencing unprecedented growth, making it an attractive platform for global consumer brands. This deal is not just about financial sponsorship; it's a strategic alliance that integrates performance science, youth engagement, and broad consumer appeal. As F1 undergoes significant technical changes in 2026, securing such a comprehensive partnership positions Mercedes strongly, both on and off the track. It also sets a precedent for how major corporations might leverage multi-brand strategies within the sport.

What's next:

This multi-year partnership officially kicks off in 2026, coinciding with major regulatory changes in F1, including new power unit regulations and revised chassis rules. The integration of Gatorade's sports science expertise will be particularly interesting to watch, as driver physical performance becomes increasingly critical. Fans can anticipate a range of innovative activations and content as Mercedes and PepsiCo aim to enhance the F1 experience globally.