PepsiCo is deepening its Formula 1 ambitions with a major multi-brand partnership with the Mercedes F1 Team, bringing Gatorade, Sting and Doritos into the paddock from 2026 in a first-of-its-kind deal for the sport.
The agreement builds on PepsiCo’s broader global F1 partnership signed in 2025 and marks the first time three category-leading brands have united under a single team partnership. It positions PepsiCo at the centre of F1’s explosive global momentum, combining performance science, youth culture and fan-first brand activations.
Gatorade will introduce its performance hydration expertise, anchored by the Gatorade Sports Science Institute, into Mercedes’ operations for the first time. In a sport where drivers can lose up to four kilograms through sweat during a race, hydration plays a decisive role.
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Mercedes will implement a customised Gatorade program designed to give drivers a competitive edge in a competition defined by milliseconds.
The partnership also taps into the cross-generational appeal of Mercedes F1 Team drivers George Russell and 18-year-old rising star Kimi Antonelli. Both will feature in global fan engagement initiatives across Gatorade, Sting and Doritos, including behind-the-scenes content and immersive race-weekend activations.
Sting will use the partnership to extend its Gen Z positioning into F1. Its growth footprint mirrors F1’s expansion into high-growth regions, giving Mercedes and PepsiCo a stronger cultural and commercial link to some of the sport’s fastest-growing territories.
Doritos, meanwhile, will activate its flavour-forward identity through global fan experiences designed to match the intensity and precision of Grand Prix racing. Eugene Willemsen, PepsiCo’s chief executive officer, international beverages, said the partnership unites performance, energy and culture at a pivotal moment for the sport.
“This partnership unites performance, energy and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team,” he said.
“Through Gatorade, Sting and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1.”
Toto Wolff, team principal and CEO, Mercedes-AMG PETRONAS F1 Team, said the partnership aligns with the team’s push for performance through innovation.
“Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport,” he said.
Richard Sanders, chief commercial officer at Mercedes-AMG PETRONAS F1 Team, said the partnership would elevate both team performance and the overall fan experience across the racing calendar.
The expanded PepsiCo–F1 partnership covers rights across the 21-race global calendar and more than 200 broadcast territories, including trackside visibility, fan zone activations, branded content, hospitality and on-pack promotions. It also extends to the F1 Sprint series and the F1 Academy.
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