Power Meets Performance: A Game-Changing Global Alliance Between Mercedes-AMG PETRONAS F1 Team and PepsiCo for 2026
The thrill of Formula 1 is about to get an electrifying new chapter. The Mercedes-AMG PETRONAS F1 Team has officially announced a groundbreaking global partnership with PepsiCo, uniting three of its most iconic brands—Gatorade, Doritos, and Sting. This collaboration isn’t just about logos on cars; it’s about fusing performance science, pop culture, and youthful energy into the heartbeat of the world’s most technical sport. But here's where it gets exciting—this partnership aims to redefine how brands, athletes, and fans connect both on and off the track.
Fueling Peak Performance
When every fraction of a second matters, hydration and recovery can be the difference between winning and watching from behind. Gatorade®, with 60 years of expertise and cutting-edge research from the Gatorade Sports Science Institute (GSSI), now joins the Formula 1 paddock for the very first time. In a sport where drivers can lose up to 4 kilograms of body weight through sweat in a single race, precision hydration is no longer optional—it’s essential.
By integrating Gatorade’s advanced science into the Mercedes-AMG PETRONAS F1 Team’s performance programs, a fully tailored hydration and recovery strategy will be developed for the drivers. Expect stronger endurance, faster reactions, and more consistent performance over race weekends. That’s not just innovation—it’s the art of engineering the human body for victory.
Star Power Meets Brand Brilliance
This partnership isn’t only about science—it’s also about human stories and global appeal. The collaboration will spotlight the team’s two standout drivers, George Russell and Kimi Antonelli, representing two generations of Formula 1 excellence.
Russell, one of F1’s most established young leaders, embodies professionalism, precision, and an authentic bond with fans. Meanwhile, Antonelli’s rapid rise through the ranks echoes the ambition and excitement of F1’s next generation. Together, they’ll be the face of engaging fan experiences that blend Gatorade’s performance edge, Doritos’ daring creativity, and Sting’s high-energy spirit. And this is the part most people miss—it's not just sponsorship; it’s storytelling, merging sport and culture into something fans can truly feel.
Energizing Fans Worldwide
Sting®, PepsiCo’s top-performing energy drink across markets like India, Pakistan, Vietnam, and Egypt, brings its explosive growth to the global stage of Formula 1. This move mirrors F1’s own remarkable expansion across developing markets, where enthusiasm for speed and innovation runs deep.
Imagine the pulsating energy of Sting fueling the drama of race weekends—connecting with Gen Z audiences who crave authenticity, adrenaline, and immediacy. With Sting on board, race weekends are set to be more electrifying than ever. Fast just got even faster.
Bringing Bold Flavor to the Track
Doritos®, loved worldwide for its fearless flavor and bold personality, steps onto the F1 grid to give fans more than just a race day snack—it’s a whole new experience. Both Doritos and the Mercedes-AMG PETRONAS F1 Team share a belief in boldness: pushing boundaries on the track, breaking norms in culture, and igniting passion in every moment.
Through their worldwide activation rights, Doritos will craft immersive fan experiences that blend speed, intensity, and excitement. Picture the crunch of a chip echoing the roar of an engine—a sensory blend of flavor and adrenaline that captures the raw emotion of a Grand Prix. But here’s the twist: can a snack brand really capture the spirit of motorsport? That’s the conversation this collaboration is about to start.
Voices from the Partnership
“This partnership unites performance, energy, and flavor under one banner—connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team,” said Eugene Willemsen, CEO of International Beverages at PepsiCo. “Through Gatorade, Sting, and Doritos, we’re fully embedded in the culture of motorsport—fueling not just the athletes, but also the fans who live for every lap. Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared DNA: performance, innovation, and excellence.”
Toto Wolff, Team Principal and CEO of Mercedes-AMG PETRONAS F1 Team, added: “PepsiCo’s inclusion in our partner ecosystem speaks volumes about the strength of both our team and the sport itself. Their brands align perfectly with our drive for ultimate performance through innovation. Gatorade brings deep sports science expertise, Sting infuses youthful energy, and Doritos connects us with culture. Together, they deliver more than sponsorship—they amplify the entire F1 experience for fans everywhere.”
And as Richard Sanders, Chief Commercial Officer of the team, emphasized: “We’re thrilled to have PepsiCo onboard. Their global understanding of audience engagement will help us deliver unforgettable experiences—both at the track and across digital platforms. This isn’t just a commercial deal; it’s a next-level partnership shaping how Formula 1 connects with the world.”
From hydration to high-octane energy and unforgettable flavors, this alliance marks a new era in sports partnerships—one that blends science, culture, and community into a single, powerful force. But here’s the question for racing fans and brand watchers alike: does this collaboration enhance the spirit of competition, or is it turning F1 into more of a lifestyle spectacle? Share your thoughts—should Formula 1 lean further into cultural branding, or stay laser-focused on pure performance?
