After over 30 years away from the sport, Pepsi is returning to F1 with three of its biggest brands.
PepsiCo is expanding its sports reach once again with a new global partnership with the Mercedes-AMG PETRONAS Formula 1 Team, becoming the latest brand to lean into the fast-growing motorsport. The company is uniting three of its powerhouse marquees — Gatorade, Sting, and Doritos — into one monumental vision of pushing creative boundaries. Launching in time for the 2026 season, the multi-year agreement marks the first time PepsiCo has deployed multiple category leaders in tandem with an F1 team.
Taking center stage is Gatorade and the Gatorade Sports Science Institute. F1 is a sport where drivers can lose up to four kilos (nearly nine pounds) sweating during a race, potentially affecting overall performance. Mercedes-AMG will be looking at the popular sports drink to bring their expertise in hydration to help its pilots deliver better results. So, yes, count on Mercedes’ two lead drivers, George Russell and rising talent Kimi Antonelli, to be involved in some capacity.
For PepsiCo, this partnership is more than a marketing move. It’s a statement that the New York-based brand wants to be part of F1’s future, and not just in a fleeting way.
“Our sport is a huge global platform with fans well beyond the countries that we visit across a season and by partnering with PepsiCo we can bring a piece of the Mercedes AMG PETRONAS F1 Team to these markets in a way that is locally relevant to them,” Bradley Lord, Chief Communications Officer for Mercedes AMG Petronas F1 Team said to Boardroom via email. “Whether it’s digital engagement to experiential activations, we aim to elevate fan experience globally through our shared beliefs and ethos, and we are delighted to do so with such a globally relevant brand.”
Eugene Willemsen, CEO of International Beverages at PepisCo, added, “what’s important for us is to create opportunities for engagement beyond race attendance; by building connections in markets where F1 is expanding but may not currently host races, ensuring fans can experience the excitement and energy of F1 regardless of where they live.”
So, what do fans of motorsport and PepsiCo have to look forward to this coming season and beyond? Bespoke activations, opportunities to watch them settle into the F1 universe, and of course, plenty of snacks and beverages along the way.
Fueling Excellence, Together
What makes this partnership inevitable and long overdue is how naturally these brands fit together, thanks in large part to mutual shared values. Gatorade, Sting, and Doritos all celebrate performance, energy, and pushing limits, qualities that mirror the high-speed, high-stakes world of motorsports. We see how quickly things can change on the track, think of this as the same concept. There will be more breakthroughs and milestones as F1 continues its ascent, but rest assured changes arrive for the better.
“By partnering with PepsiCo we are bringing together two companies determined to lead the way as innovators within our respective fields. Together we will further the quality of the experiences we can offer our guests and fans, both at the track and beyond,” said Lord.
Willemsen lauded the recent success of Mercedes as a catalyst to why this partnership makes sense, connecting how that also echos PepsiCo’s mission. “Mercedes have won eight consecutive Constructors’ Championships by constantly pushing technical boundaries, refining processes and finding marginal gains for success. That winning culture perfectly aligns with PepsiCo’s commitment to excellence. The team represents the cutting edge of automotive innovation, engineering excellence and sustainable technology – values that resonate strongly with our own commitment to innovation.
PepsiCo and Mercedes are working together in a way that feels bigger than a sponsorship, instead a a collision of energy, innovation, and passion. From the roar of the engines on the Grand Prix of 2026 to mind-blowing moments fans have to look forward to, this partnership is about pushing limits and making every second count. While we wait on what’s to come for Russell and Antonelli leading the way, know that you can know they’re helping shape the future of F1, making it more exciting, accessible, and unforgettable for everyone.
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