PepsiCo has signed a multi-year global partnership with the Mercedes-AMG Petronas Formula 1 team, bringing three of its leading brands — Gatorade, Sting and Doritos — into the world’s fastest-growing sport from the 2026 season.
The collaboration marks the first time PepsiCo is aligning multiple brands with an F1 team, deepening the company’s involvement in a sport that has seen a surge in global popularity. PepsiCo said the deal will deliver “comprehensive integration” across performance, energy and flavour-led campaigns, leveraging the scale of Formula 1’s worldwide audience.
“This partnership unites performance, energy and flavour under one banner,” said Eugene Willemsen, CEO, International Beverages at PepsiCo.
The agreement follows PepsiCo’s global chairman and CEO, Ramon Laguarta, meeting with Prime Minister Narendra Modi in New Delhi earlier this year, underscoring India’s growing strategic role within the company’s global operations. India is among PepsiCo’s 13 priority global anchor markets, expected to contribute more than 85% of the company’s future growth.
PepsiCo India reported ₹8,877 crore in revenue and ₹883.4 crore in profit after tax for the 12 months ending December 31, 2024. The figures are not comparable to previous years due to a shift from the April–March financial year to a calendar-year reporting cycle.
The Mercedes F1 partnership will seek to tap into new consumer bases, expand brand visibility, and position Gatorade, Sting, and Doritos at the intersection of sport, entertainment, and lifestyle — starting on the 2026 starting grid.