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On December 2, PepsiCo announced a significant global partnership with the Mercedes-AMG Petronas Formula 1 Team, set to commence in 2026. This collaboration integrates three of PepsiCo’s leading brands—Gatorade, Sting, and Doritos—into the high-octane world of Formula 1. It marks the first time multiple PepsiCo brands will collaborate with an F1 team, enhancing both brand visibility and fan engagement.
The partnership is strategically aligned with the rising popularity of Formula 1, which has seen a remarkable increase in its global fanbase. By embedding itself within the operations of the Mercedes-AMG Petronas F1 Team, PepsiCo aims to leverage this momentum to create immersive experiences for fans and enhance driver performance.
Enhancing performance through science
At the core of this partnership is Gatorade, which has over 60 years of experience in sports hydration. The brand’s expertise, particularly from the Gatorade Sports Science Institute (GSSI), is set to play a crucial role in the Formula 1 arena. In an environment where drivers can lose up to 4 kilograms during a race due to sweat, hydration is essential for optimal performance. By crafting a tailored hydration strategy, Gatorade will provide the Mercedes team with a competitive advantage, ensuring their drivers maintain peak performance levels.
Integration of innovative hydration strategies
This customized hydration program will be instrumental in maintaining driver endurance and focus during demanding races. The application of cutting-edge hydration science will be integrated into the team’s performance protocols, underscoring the role of science in enhancing athletic performance in high-stakes environments.
Engaging a diverse fanbase
Alongside Gatorade, the partnership elevates Sting, the leading energy drink in several emerging markets such as India, Pakistan, Vietnam, and Egypt. Sting embodies energy and excitement, allowing the brand to infuse its dynamic essence into the F1 experience, particularly appealing to the younger, Gen Z audience.
Sting’s presence at race weekends promises to amplify excitement, offering fans an energetic connection to the Mercedes-AMG Petronas F1 Team. This partnership enhances Sting’s visibility while aligning with the team’s efforts to engage a broader audience, making the sport more accessible and thrilling for younger fans.
Creating memorable experiences with Doritos
Furthermore, Doritos joins the collaboration, aiming to enrich the fan experience with bold flavors and innovative activations. Known for its vibrant branding, Doritos will bring its characteristic zest to the F1 scene, ensuring that every race weekend is not just about speed, but also about flavor and fun.
This collaboration will be evident through various fan engagement initiatives, including exclusive behind-the-scenes content and interactive experiences that highlight the intersection of flavor and motorsport excitement. By capturing the essence of Grand Prix thrills, Doritos will deepen the connection between fans and the sport.
Eugene Willemsen, CEO of International Beverages at PepsiCo, expressed enthusiasm about the partnership, emphasizing the synergy of performance, energy, and flavor. He stated, “This partnership connects three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team, fueling athletes and fans alike who are passionate about F1.” Willemsen’s remarks underscore the commitment to excellence shared by both organizations.
Toto Wolff, Team Principal of Mercedes-AMG Petronas, echoed this sentiment, highlighting how the collaboration with PepsiCo aligns with their pursuit of ultimate performance through innovation. The integration of Gatorade’s sports science, Sting’s youthful vibrancy, and Doritos’ cultural relevance creates a multifaceted partnership that supports the team’s competitive edge and enriches the global fan experience.
The partnership is strategically aligned with the rising popularity of Formula 1, which has seen a remarkable increase in its global fanbase. By embedding itself within the operations of the Mercedes-AMG Petronas F1 Team, PepsiCo aims to leverage this momentum to create immersive experiences for fans and enhance driver performance.0