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PepsiCo seals global partnership with Mercedes-AMG F1 bringing Gatorade, Sting & Doritos to the track from 2026
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Thursday, 04 December, 2025, 08 : 00 AM [IST]
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Purchase, USA
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PepsiCo has entered into a landmark global partnership with Mercedes-AMG PETRONAS F1 Team, beginning in 2026, bringing together three of its powerhouse brands — Gatorade, Sting and Doritos with one of the most successful teams in the history of Formula 1.
This multi-year agreement marks the first instance where three major PepsiCo brands have come together to partner with a single F1 team a signal of the company’s deeper push into high-performance sport and global entertainment.
According to PepsiCo’s statement, the collaboration aligns “performance, energy and flavour under one banner.’’ Under this deal, Gatorade will be integrated into the team’s hydration and performance programs, leveraging its decades-old legacy and sports-science expertise to support the physical demands on drivers. Meanwhile, Sting known for its energy-boosting drinks aims to inject youthful vigor and excitement into the F1 paddock, resonating with younger fans and energising the sport’s global footprint. Doritos, the bold snack brand, will contribute flavour and fan engagement, promising trackside activations and snack-based experiences at F1 events worldwide.
For PepsiCo, this move builds on its existing association with Formula 1 and expands its presence in the sport’s rapidly growing global audience — offering both brand visibility and fresh ways to connect with fans. “Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1,” said Eugene Willemsen, CEO of International Beverages at PepsiCo.
Meanwhile, for Mercedes-AMG PETRONAS F1 Team, the association brings on board brands that match their ethos of performance, innovation and fan-driven energy creating a partnership expected to elevate both their race-day performance and global fan-engagement efforts.
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