The collaboration was part of PepsiCo’s multiyear global partnership with Formula 1® and the Mercedes-AMG PETRONAS Formula 1® Team. The partnerships, which kicked off earlier this year, unite PepsiCo’s powerhouse food and beverage brands with these global icons, putting them front and center in a sport at the intersection of performance, entertainment, and culture.
Building on Formula 1®'s explosive trajectory — its fanbase grew to 827 million people in 2025 — it places PepsiCo at the heart of the sport's global momentum. Across the season, PepsiCo’s brands are showing up in ways that connect performance, energy, and fan culture.
Earlier in the season, STING Energy® brought the sound and speed of Formula 1® to life through its collaboration with DJ Alan Walker recently at the FORMULA 1 MSC CRUISES GRAN PREMIO DE BARCELONA-CATALUNYA 2026. Thousands of fans saw the live debut of the new F1 inspired track that was dropped at the grand prix.
Gatorade and the Gatorade Sports Science Institute (GSSI) supported hydration in the paddock, including GSSI’s work with drivers like F1 ACADEMY’s Lisa Billard to create bespoke hydration strategies. The team worked with Lisa Billard throughout race weekend conducting hydration and sweat testing during the F1 ACADEMY™ Silverstone Race. The team previously conducted sweat and hydration testing with Billard at the F1 ACADEMY™ Silverstone Test earlier this year and sent personalized hydration and nutrition strategies to help stay hydrated over the race weekend. GSSI has also conducted sweat testing with Mercedes-AMG PETRONAS Formula 1® Team drivers George Russell and Kimi Antonelli, extending its performance science support across the team.
Doritos tapped into the bold, high-energy side of Formula 1® through its Taste the Thrill campaign, while Doritos Loaded activations brought fans closer to the action at Silverstone through an interactive, flavor-driven experience, offering fans a chance to win prizes like exclusive merchandise.
Gatorade hits the track
Fans who’ve dreamed of setting foot on a Formula 1® track got their chance at Silverstone — on their own two feet — with Run the Circuit, where hundreds of participants literally ran the track. Gatorade helped hype up and hydrate participants with a live DJ, branded medals, prizes, F1 ACADEMY™ gear and samples from a massive 3-meter-tall electrolyte dispensing bottle.
The GSSI, which brings together top researchers to study athlete performance through hydration and nutrition science, brought their expertise to Run the Circuit, with a pre-run briefing highlighting the importance of being properly hydrated before the race begins, with Gatorade Hydration Booster on hand as the pre-race fuel.
Participants received personalized insights into their performance, including sweat rate, electrolyte loss, and hydration needs based on real-time GSSI testing. Additionally, some participants used “dehydration goggles” to see for themselves the negative impact dehydration has on the body — and the importance of proper hydration.
Pepsi champions fandom and sustainability
Pepsi also brought its new House of Treats platform to Silverstone, giving fans a more experiential way to enjoy Pepsi through crafted, customizable beverages and a diverse menu of crafted drinks spanning distinct flavor profiles, from indulgent and refreshing to sensorial and innovative, including unexpected serves. The brand highlighted sustainability at the race, giving F1® attendees the chance to win prizes if they return their cans and compostable cups at a dedicated vending machine in the fanzone. Those prizes included free Pepsi drinks and branded merchandise like phone straps, as well as Silverstone vouchers and tickets to the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2027.