The Mercedes Formula 1 team has announced a new partnership with Pepsico, which brings together Gatorade, Sting, and Doritos on board as a global sponsor.
For Mercedes, it represents an addition to a multi-pronged marketing plan with an expansion to a fan experience that has been pioneered through partner Hilton.
The Mercedes drivers, which will again comprise George Russell and Andrea Kimi Antonelli in 2026, will be seen using Gatorade-branded water bottles next term.
“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”, said Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo.
“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.
“Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared commitment to performance, innovation, and excellence. Values that define both our organisations.”
Mercedes boss Toto Wolff added: “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.
“As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence.
“Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique.
“Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, said: “We’re delighted to welcome PepsiCo to the team.
“Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond.
“It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”
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