Formula 1 has signed a deal with PepiCo in a multi-year agreement that will see the drinks giant become an Official Partner of the sport until 2030. The deal will bring PepsiCo’s powerhouse products including Sting Energy, Gatorade, and Doritos.
As part of the new agreement, PepsiCo will be prioritizing the creation of meaningful fan engagement beyond just the race venues through exciting on-pack promotions, digital experiences, and unique content that will bring Formula 1 to an even wider audience.
The partnership also includes opportunities such as immersive brand experiences in Formula 1 Fan Zones and rights for limited-edition, co-branded products.
Sting Energy will join Formula 1 as its Official Energy Drink, while Gatorade will become the Official Partner of F1 Sprint, bringing its legacy of fueling peak athletic performance to motorsport’s most dynamic format from Spa-Francorchamps later this year and continuing through the events at Austin, Sao Paulo, and Qatar.
Meanwhile, Doritos will become the Official Savory Snack Partner of Formula 1. With global activation rights, the partnership will bring Doritos to fans at every turn, whether in the stands or on the sofa.
As part of their commitment to supporting the development and opportunity of the sport, PepsiCo will also extend their partnership to F1 Academy, with further details to be announced in due course.
PepsiCo’s broader brand portfolio will become deeply integrated into the Formula 1 ecosystem through pouring and supply across its extensive soft drinks and snack portfolio at all Formula 1 Grands Prix from 2026. PepsiCo will also leverage its expansive retail footprint to create an unmissable connection between F1 fans through F1 themed packaging, point of sale materials, and fun promotions.
No comments:
Post a Comment
Feel free to comment or share your views. Comments that are derogatory and/or spam will not be tolerated. We reserve the right to moderate and/or remove comments.