PepsiCo Returns to F1 Sponsorship with Mercedes-AMG Petronas
PepsiCo is re-entering Formula 1 team sponsorship with a new partnership with Mercedes-AMG Petronas F1 Team, its first since 1991. The deal involves Gatorade, Sting, and Doritos, aiming for fan engagement and performance collaborations, including leveraging the Gatorade Sports Science Institute for driver and crew hydration. This move highlights F1's growing commercial appeal and strengthens Mercedes' market position.
PepsiCo is making a significant return to Formula 1 team sponsorship, partnering with Mercedes-AMG Petronas F1 Team. This marks PepsiCo's first major F1 team involvement since its iconic 7UP-Jordan partnership in 1991, signaling a new chapter for both the beverage giant and the Silver Arrows.
Why it matters:
PepsiCo's re-entry into F1 team sponsorship underscores the sport's massive global appeal and growing commercial value. For Mercedes, securing a partnership with such a powerhouse brand further solidifies its commercial strength and commitment to innovation, especially as the team looks to rebound from recent challenging seasons.
The Details:
- Key Brands: The partnership focuses on three of PepsiCo's leading brands: Gatorade, Sting, and Doritos.
- Expanded F1 Presence: This agreement builds upon PepsiCo's existing commercial alliance with Formula 1, which extends through 2030.
- Fan Engagement: The deal is expected to bring a wave of fan-facing activations, enhancing the spectator experience.
- Performance Collaboration: Mercedes will tap into the expertise of the Gatorade Sports Science Institute. This collaboration will directly involve the institute in exploring hydration and performance solutions tailored for Mercedes' drivers and crew, aiming for a direct impact on on-track performance.
- Historical Context: PepsiCo's last major F1 team sponsorship was with the Jordan 191 team in 1991, featuring the memorable bright green-and-blue 7UP livery. This return signifies a renewed strategic focus on F1 for the company.
- Financial Powerhouse: With nearly $92 billion in net revenue in 2024, PepsiCo's investment highlights the significant value major consumer brands place on Formula 1's global reach and marketing potential.
- Branding Discussions: Specifics regarding the prominence of PepsiCo's branding on Mercedes cars, uniforms, and team equipment are still being finalized.
Between the lines:
Mercedes Team Principal Toto Wolff emphasized that the partnership aligns perfectly with the team's ethos of "chasing ultimate performance through innovation and excellence." This strategic alignment suggests more than just a financial transaction; it indicates a shared vision for pushing boundaries in sports performance and consumer engagement. The integration of Gatorade's sports science expertise directly into the team's operations is a tangible example of this performance-driven approach, moving beyond traditional branding.
What's next:
This partnership is poised to bring fresh energy and resources to Mercedes as they continue their development push in Formula 1. While the future livery might not replicate the iconic 7UP-Jordan aesthetic, the symbolic return of PepsiCo is powerful, hinting at new and creative ways both brands will engage with F1's massive global audience in the upcoming seasons. Expect to see significant fan activations and a deeper integration of performance science as the partnership unfolds.