Full speed ahead: Inside PepsiCo’s Formula 1 partnership

Formula 1 has transformed into a global cultural force — shaping sport, entertainment, and fandom across generations and markets. As the fastest growing spectacle in global sport, reaching over one billion fans worldwide, F1 sits at the intersection of performance, innovation, and culture.

With that energy and momentum building, PepsiCo is stepping onto the world stage through a new global partnership with Formula 1 and the Mercedes-AMG PETRONAS Formula 1 Team, bringing its iconic brands, including Gatorade, STING Energy, and Doritos, into the moments that matter most to today’s fans.

The 2026 Formula 1 season kicked off at the Australian Grand Prix, March 6-8, at Albert Park Grand Prix Circuit in Melbourne. From there, 22 world-class drivers and 11 elite teams will compete to become World Champions in high-stakes races in 21 countries.

Bringing fans closer to the F1 action

PepsiCo isn’t just along for the ride. Through its global Formula 1 partnership, the company’s brands are using the sport’s scale and cultural influence to connect its brands with fans in meaningful, real‑world ways. With races spanning five continents and a rapidly growing global audience, Formula 1 provides a powerful platform for PepsiCo to reach new consumers, deepen engagement in key markets, and show up where passion for sport and culture intersect.

“The start of the Formula 1 season in Australia is an incredible moment for fans around the world, and we’re thrilled for PepsiCo to be part of that energy. This season marks an important chapter for PepsiCo as we activate our global partnership with Formula 1, F1 ACADEMY™ and the Mercedes-AMG PETRONAS Formula One Team,” says Eugene Willemsen, Chief Executive Officer, International Beverages. “Through our brands Gatorade, STING Energy, and Doritos, we’re bringing together performance, culture and bold fan experiences, connecting our portfolio with one of the fastest-growing and most passionate fan communities in sport.”

From performance and hydration to energy and bold flavor, PepsiCo’s brands are woven into the experiences fans care about most. Whether PepsiCo is on the grid, around the circuit, or beyond race weekend, the company is helping turn moments of excitement into lasting brand connections.

What to expect from Gatorade, STING Energy, and Doritos

Gatorade has fueled elite athletes for over 60 years, and now it’s bringing that expertise to one of the most demanding performance arenas in the world. The brand is there at every level: from serving as the Official Sports Drink and Official Partner of the Formula 1 Sprint, to teaming up with the Mercedes-AMG PETRONAS Formula 1 Team, and partnering with the F1 ACADEMY — an all-female series preparing young women for the higher levels of motorsport. Making her debut at the Formula One Heineken Chinese Grand Prix March 13-15 is Gatorade supported driver and F1 Academy rookie Lisa Billard.

Ahead of the Australian Grand Prix on March 5, Gatorade's Run the Track event — planned for up to 2,500 runners — showed that with the right fuel, fans can hydrate and run anywhere, even an F1 track.

As the Official Energy Drink of Formula 1, STING Energy showed up in ways fans can see and experience, kicking off with the first F1 Sprint weekend and the first F1 ACADEMY event of the year. Around the Formula One Heineken Chinese Grand Prix, the brand announced its official debut in the country — powered by PepsiCo’s local partnership with F1 driver Zhou Guanyu — bringing fans immersive F1-themed activations throughout race weekend across Shanghai.

In a ‘partner-chip’ that brings the boldest snack to the boldest sport, Doritos is joining forces with Formula 1 and the Mercedes-AMG PETRONAS Formula 1 Team. Through Doritos Loaded activations across more than 15 races, immersive experiences, and shareable fan moments, Doritos is inviting consumers to “Taste the Thrill” of F1. The brand will connect fans to the intensity and sensory experiences of F1 — capturing the sights, sounds, bold flavors, and adrenaline of the sport beyond the track.

Driving what’s next for fans

With Formula 1’s global momentum and PepsiCo’s iconic brands coming together, fans can expect more than a race — they can expect an experience. Driven by Gatorade’s performance legacy, STING Energy’s bold intensity, and Doritos’ unmistakable crunch and flavor, this partnership brings speed, culture, and fandom to life at every turn. It’s just the beginning of a season designed to meet fans where their passion takes them and power what’s next, on and off the track.