PepsiCo has inked a multi-year deal with Formula 1, becoming the sport’s official partner and bringing on board its Gatorade, Doritos and Sting Energy brands starting this season. This is PepsiCo’s first global partnership with F1.
The deal includes TV-visible trackside advertising; Fan Zone activations at 21 races (including the Montreal Grand Prix from June 13 to 15); tickets and hospitality experiences; exclusive marketing rights for featured brands; and exclusive product supply and on-track pouring rights at all global race venues. It also features an official tie-up with the F1 Sprint format, which has proven popular with fans, with TV viewership on Sprint weekends 10% higher than on non-Sprint weekends.
Beyond the track, PepsiCo will also be launching food and beverage experiences through on-pack promotions and digital content.
As part of the partnership, Gatorade is set to become the official sports drink of F1 and presenting sponsor of the F1 Sprint Series, highlighting its commitment to elite athletic performance. The partnership includes hydration services, on-site branding, and broadcast graphics during Sprint weekends, kicking off later this year.
Doritos is also joining F1 as the official snack partner, bringing its Loaded offerings to race venues and beyond with global activation rights. Meanwhile, Sting Energy becomes F1’s official energy drink, with the partnership set to fuel the brand’s expansion into new markets worldwide, building on its current presence in 34 markets, including Canada, says the brand.
Lourdes Seminario, senior director of sports nutrition marketing at PepsiCo Beverages Canada, tells MiC that the company’s strategy involves crafting immersive brand experiences that are deeply rooted in culture, moving beyond the boundaries of traditional sponsorship models. “This is not just a partnership, it’s a fully integrated marketing platform designed to drive brand relevance, reach and resonance on a global scale,” he says.
According to Seminario, F1 is experiencing rapid global growth, boasting a distinctive local presence, and serves as a good platform for both the brand and fans as its popularity continues to surge in Canada. With a massive global audience of 1.6 billion viewers and 826 million active fans, he says the partnership offers PepsiCo a valuable opportunity to connect with consumers across the 21 countries on the F1 calendar and over 200 territories through broadcast.
In particular, PepsiCo Canada is focused on engaging Gen Z and Millennial adult consumers. These consumers, Seminario says, are passionate, digitally connected and culturally influential. They’re looking for brands that not only deliver great products but also share their values and show up in the moments that matter.
“This partnership allows us to meet them where they are: on the track, online and in culture,” he adds.
As part of the partnership and the company’s commitment to empowering women in sport, PepsiCo will also extend its involvement to F1 Academy, with more details to be shared in the coming weeks.
