PepsiCo partners with Formula 1
PepsiCo has announced that it has entered a multi-year, worldwide partnership with Formula 1.
The partnership brings three of PepsiCo's brands, Sting Energy, Gatorade, and Doritos, together with Formula 1, leveraging Formula 1’s cumulative global audience of 1.6 billion viewers and an active fan base of 826 million across 21 countries and more than 200.
The deal also includes an official partnership with F1 Sprint, which has proven to be hugely popular among fans with TV viewership on Sprint weekends on average 10% greater than a non-Sprint weekend. As part of its long-standing commitment to empowering women in sport, PepsiCo will also extend its involvement to F1 Academy, with more details to be shared in the coming weeks.
“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences,” said Eugene Willemsen, chief executive officer, international beverages, PepsiCo. “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. Together, we'll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1's continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence.”
“Today is a moment to celebrate the partnership between two iconic and historic global brands — a sparkling union that will bring together tradition and innovation, generating excitement, entertainment, and unforgettable experiences for our fans and customers around the world,” said Stefano Domenicali, president & CEO of Formula1.
“PepsiCo will tap into the unique potential of Formula 1 as a global platform to connect with new audiences, and we will benefit from their energy, their extraordinary products, and their loyal community. With a long-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey.”
