In a move that signals the evolving landscape of Formula 1 partnerships, PepsiCo has announced a game-changing global alliance with Mercedes-AMG Petronas F1 Team, bringing together Gatorade, Sting and Doritos with the eight-time world champions.
The announcement came as the world’s motorsports elite descended on Abu Dhabi for a nail-biting, title-deciding season finale at Yas Marina Circuit on Sunday.
The partnership, which is set to begin in 2026, reflects Formula 1's explosive growth trajectory, particularly in emerging markets across the Middle East and Asia. This three-brand approach marks the first time a company has deployed multiple category-leading brands with a single Formula 1 team. At the same time, the depth of integration sets a new benchmark for comprehensive partnerships in motorsports.
This isn't merely another logo on a racing car, PepsiCo officials say. The multi-year agreement represents a fundamental shift in how brands integrate with elite motorsport, combining performance science, fan engagement and market expansion. It is a strategic, science-driven collaboration spanning more than 200 markets and reaches the sport’s 1.3 billion viewers, designed to elevate the team’s performance and the fan experience worldwide.
“This partnership unites performance, energy an
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