Global food and beverage giant PepsiCo has doubled down on its sponsorship activities in motor racing’s top-tier Formula 1 championship through a new global partnership with the UK-based Mercedes-AMG Petronas team.
The multi-year deal, which will begin with the 2026 F1 campaign, will centre on PepsiCo’s core brands – sports drink Gatorade, energy drink Sting, and tortilla chips Doritos.
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The pair plan to host fan activations and leverage team drivers George Russell and Kimi Antonelli in marketing efforts. They will also collaborate on other joint projects, including integrating data from Gatorade’s Sports Science Institute to help deliver performance solutions for the Mercedes squad.
Toto Wolff, team principal and chief executive of the Mercedes-AMG Petronas team, has said: “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport.
“Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
The tie-up builds on PepsiCo’s activities within the sport, which include a multi-year global partnership with F1 struck earlier this year to become an official partner of the championship. That deal, which runs through 2030, also revolves around PepsiCo’s Gatorade, Sting, and Doritos brands.
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By GlobalDataThe new agreement is also the first time PepsiCo has sponsored an F1 team since its title partnership with the Jordan team in 1991. That team, founded by Eddie Jordan, was sold in 2005 and has undergone several ownership changes and name changes. It is now known as the Aston Martin F1 team.
The current 2025 campaign is coming to a close with next week's season-ending Abu Dhabi GP, where McLaren's Lando Norris and Oscar Piastri, alongside Red Bull's Max Verstappen, will all battle for the driver's title.
The 2026 F1 season, meanwhile, kicks off with the Australian GP on the weekend of March 6 to 8.
This year, meanwhile, has seen PepsiCo increase its visibility in sport, having launched a new sports marketing division in May to consolidate its sports and entertainment partnership teams under one umbrella.
In April, it renewed its partnership with European soccer’s UEFA to continue its prominent presence in stadiums during women’s tournaments until 2030, while in August, it extended its long-running agreement with the Buffalo Bills American football franchise.
Most recently, the company announced a new multi-year partnership with England’s iconic Wembley Stadium, home of the England National soccer team, ensuring PepsiCo’s crisp brands (including Walkers, Doritos, and Cheetos) and its range of soft drinks (such as Pepsi Max) will be stocked at outlets across the 90,000-seater stadium until at least 2030.
That move followed its recent turn towards soccer, with new partnerships secured with the Leagues Cup, the annual soccer competition featuring clubs from the US’ top-tier Major League Soccer (MLS) and Mexico’s top-tier Liga MX, and the Saudi Pro League competition.
The company’s Frito-Lay snack business, meanwhile, is a global sponsor for both the men’s 2026 and women’s 2027 FIFA World Cups.
