Pepsic and Formula 1 They have announced a sponsorship agreement that begins this year and will make the company official partner of the car competition until 2030. Specifically, collaboration will be articulated, at least initially, through brands Sting Energy, Gatorade and Doritos
With this pepsic alliance he hopes to capitalize on the Fans community of Formula 1, with 826 million people worldwide, and the presence of the tournament in 21 countries. In addition, the company will exhibit its brands to a global audience estimated 1,600 million viewers in 200 different markets.
As part of the agreement, the company will have a track advertising execution, Activation of Fan Zones in the 21 Circuits of the Hospitality competition and experiences. In addition, you will have exclusive rights for your brands, as well as product supplement; And the Agreement also includes the sponsorship of F1 Sprint, the short competition format, and the linkage of PepsiCo with F1 Academy, the female competition.
The brands ensure that the alliance joins the energy and enthusiasm of Formula 1 with the Pepsico passion by Create experiences unforgettable around the world. In this sense, as the company points out in a statement, its objective is to develop experiential initiatives linked to its food and drink products beyond circuit spaces, through promotions in packaging, digital actions, exclusive content, or product charging.
Gatorade, Doritos and Sting Energy, Official Partners of F1
As both brands have been released, GATORADE It will become the official sports beverage of Formula 1, and official F1 Sprint partner, thus joining attributes such as high performance and athletic success. The collaboration will begin at the end of this year and will be activated, among other things, through product in the circuits, signage and graphics
For its partDoritos It becomes the official Formula 1 snack, combining, as the brands point out, their daring attitude. Doritos will capitalize on the agreement through gastronomic experiences in the circuit facilities and also with digital activations of global scope.
On the other handSting Energy It will be the official energy drink of the competition, a link with which he hopes to expand its global expansion. The brand is already present in 34 markets. The first activation of Sting Energy has already materialized, and assumes collaboration with the DJ Armin Van Buuren and the parallel between the name of the brand and the noise of the cars when driving at full speed.
Both Pepsic and Formula 1 ensure that the agreement involves the perfect union of two great global brands. “The global F1 platform and its growth trajectory are aligned with our ambitions to accelerate our brands, especially Sting Energy”, Said Eugene Willemsen, CEO of International Pepsico Drinks.”Together we will offer daring and innovative experiences to connect with pilots and fans in the circuits and beyond ”.
For their part, from the competition they point out that collaboration will combine tradition and innovation, entertainment and unique experiences. “Pepsico will capitalize on the unique potential of Formula 1 to connect with new audiences, and we will benefit from your energy, extraordinary products and faithful community”, Commented Stefano Domenicali, president and CEO of Formula 1.“With its history of creativity and ability to celebrate the special moments, Pepsico is the ideal partner with which to share our trajectory ”.
