Formula One has announced a new partnership with PepsiCo and expanded its existing agreement with MSC Cruises, with both deals set to run until the 2030 season.
Contract:
- PepsiCo joins F1’s official partner tier
- Sting Energy becomes F1’s official energy drink, while Gatorade becomes official partner of the F1 Sprint and Doritos becomes official savoury snack partner
- PepsiCo’s wider brand portfolio of soft drinks and snacks will also be made available at all Formula One races
- The partnership will also include F1 Academy, with more information to be released at a later date
- MSC Cruises’ sister brand Explora Journeys will be promoted at select races as part of expanded deal
Context:
Formula One continues to capitalise on the growing interest in the sport by adding blue-chip brands to its sponsorship portfolio. The series’ official partner tier also includes the likes of American Express, KitKat and Louis Vuitton.
For PepsiCo, this presents an opportunity to promote its Sting Energy brand on a global stage, a product that has made an impact in countries like India, Pakistan, Egypt, and Vietnam.
Gatorade replaces Crypto.com as the title sponsor of the Formula One sprint races after the cryptocurrency exchange served as the inaugural naming rights partner of the events. The wider partnership with PepsiCo’s suite of brands will also lead to Formula One-themed packaging and promotions.
MSC Cruises, meanwhile, is one of Formula One’s global partners. It first teamed up with the series in 2022 before signing an extension until 2026 just a year later. This latest extension will see a continuation of existing rights including title races, trackside branding and hospitality activations.
Comment:
“Today is a moment to celebrate the partnership between two iconic and historic global brands,” Stefano Domenicali, president and chief executive of Formula One, said of the partnership with PepsiCo.
“A sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world.
“PepsiCo will tap into the unique potential of Formula One 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-lasting history of creativity and ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner to share together unique moments along our journey.”
Credit: https://www.sportspro.com/news/f1-pepsico-sting-energy-gatorade-sprint-doritos-explora-journeys-may-2025/
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