Pepsico and Formula 1: An explosive partnership for fans!

Pepsico and Formula 1: An explosive partnership for fans!

Spa-Francorchamps, Belgien - pepsico has announced a significant global partnership with Formula 1, which begins in 2025. This multi-year collaboration extends by 2030 and aims to expand the fan engagement opportunities through innovative marketing strategies. The integrated brands of Pepsico include Sting Energy, Gatorade and Doritos that are integrated into the partnership.

Formula 1 reaches a global audience of 1.6 billion viewers and has 826 million active fans. In this context, Pepsico has extensive rights that include TV-visible advertising on race tracks, activation options in the Fanzone in 21 races, as well as exclusive marketing rights for their products. This was confirmed by ots.at

marketing strategy and products

The partnership is enriched with various activities, including on-pack promotions, digital experiences and the adaptation of content for fans. Sting Energy is positioned as an official Formula 1 energy drink, while Gatorade becomes an official sports drink of Formula 1 and has been active at events with the F1 sprint. Doritos becomes an official snack partner with global activation rights.

From 2026 Pepsico will offer its beverage and snack products in all Formula 1 Grand Prix. This strategy should not only increase the visibility of the products, but also create a deeper connection to the target group by integrating Pepsico into broader lifestyles and cultural areas. The initiative is in line with the goals of Liberty Media to modernize Formula 1 and improve fan engagement through innovative marketing trends, which underlines the advertising effect.

Expansion of the fan engagement

The partnership also includes official cooperation with the F1 Academy, which aims to promote talents in motorsport. This shows Pepsico's commitment not only to promote its products, but also to have a positive impact on the development of motorsport itself. In view of the enormous growth of the number of spectators and social media, sport has an excellent opportunity to achieve and inspire younger target groups. The digital strategy includes the use of social media and immersive experiences to strengthen the connection to fans.

pepsico describes this partnership as a significant step towards combining tradition and innovation in one of the most prestigious motorsport series in the world. Organizations face special challenges, such as the fulfillment of the expectations of a younger audience and the maintenance of a unique brand identity within a saturated sponsorship market. Such initiatives are essential to establish an emotional connection between the fans and the brand, as reported by latterly.org

Overall, the partnership between Pepsico and Formula 1 shows the potential for a dynamic and future -oriented marketing strategy, which is tailored to the needs of consumers and pursues an integrative approach to strengthen the motorsport community.