PepsiCo seals major F1 sponsorship deal

PepsiCo has inked a multi-year sponsorship deal with Formula One, positioning its Sting Energy, Gatorade, and Doritos brands at 21 races across the sport’s global calendar, the company announced today.

The agreement, which includes trackside advertising, FanZone activations, exclusive marketing rights, and track pouring rights, underscores Formula One’s growing appeal to major brands.

The partnership also names Sting Energy as the Official Energy Drink of Formula One, with Gatorade and Doritos serving as the Official Sports Drink and Official Savory Snack, respectively.

Additionally, PepsiCo will have a prominent role in F1 Sprint, a series of shorter races at six events, and will support F1 Academy, aligning with the company’s commitment to empowering women in sports.

Formula One’s skyrocketing popularity, with 1.6 billion viewers and an 826-million-strong fan base, makes it a prime platform for PepsiCo’s global ambitions.

“Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands — particularly Sting Energy — on the world stage,” said Eugene Willemsen, CEO of PepsiCo’s international beverages division.

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The deal comes as Formula One’s sponsorship revenue hit $2.04 billion last year, outpacing the NBA, MLB, and NHL, and closing in on the NFL’s $2.5 billion, according to SponsorUnited data.

With an average sponsorship deal value of $6.01 million, Formula One’s marketing allure continues to grow, particularly in the technology sector, which alone generated $500 million.

PepsiCo’s strategy shift toward a more cohesive sports marketing approach, focusing on specific sports rather than individual brands, is evident in this deal.

The company kicked off the partnership with a playful Memorial Day weekend campaign featuring DJ Armin van Buuren, who “discovered” that Formula One engines produce a “Stinggg” sound when slowed down.

Sting Energy, available in 34 markets including India, Pakistan, and Vietnam, is poised for growth through this high-profile partnership. Gatorade will also gain visibility through on-site branding and hydration stations during F1 Sprint weekends, while Doritos will leverage its savory snack status to engage fans at race venues worldwide.