PepsiCo Fuels Global Growth with Formula 1 Partnership
PepsiCo has secured a multi-year partnership with Formula 1 to promote Sting Energy, Gatorade, and Doritos at 21 races worldwide. This strategic alliance provides PepsiCo with extensive brand visibility across the F1 racing calendar.
The partnership includes track-side advertising, FanZone activations at races, exclusive marketing rights, and product placement. PepsiCo gains access to tickets, hospitality experiences, and exclusive pouring rights for its featured brands.
Furthering its commitment to empowering women in sports, PepsiCo will also partner with F1 Sprint and F1 Academy.
PepsiCo Targets Growing F1 Fanbase
This partnership underscores Formula 1's increasing appeal to marketers. F1's substantial sponsorship revenue and global viewership make it a powerful platform for reaching a dedicated audience.
PepsiCo's strategy aims to leverage F1's global reach to introduce its brands to a broader audience. This approach aligns with PepsiCo's shift towards a more holistic sports marketing strategy.
“Formula 1's unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands — particularly Sting Energy — on the world stage,” said Eugene Willemsen, CEO, International Beverages, PepsiCo.
Sting Energy will become the Official Energy Drink of F1, expanding its presence in key international markets. Gatorade and Doritos will be the Official Sports Drink and Official Savory Snack of F1, respectively. Gatorade will also partner with F1 Sprint, with branding and hydration initiatives at designated Sprint weekends.
This partnership signifies PepsiCo's commitment to engaging with a global audience through the high-octane world of Formula 1.
