PEPSICO® ANNOUNCES WORLDWIDE OFFICIAL PARTNERSHIP WITH FORMULA 1®

PepsiCo launches worldwide official partnership with Formula 1, bringing Sting Energy®, Gatorade®, and Doritos® to the World's Fastest Growing Sport

PURCHASE, N.Y., May 27, 2025/PRNewswire/ -- PepsiCo announces a groundbreaking worldwide partnership with Formula 1®, beginning in 2025 as part of a multi-year commitment. This partnership unites the world's fastest growing sport with three of PepsiCo's powerhouse brands: Sting Energy, Gatorade, and Doritos. Each brand will be brought to life with the partnership as the deal connects the high-energy excitement of Formula 1 with PepsiCo's passion for creating unforgettable fan experiences around the world. With Formula 1's cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, this partnership establishes a powerful platform for PepsiCo to engage with consumers across the 21 countries on the racing calendar, and more than 200 territories through broadcast.

As an Official Partner of Formula 1, PepsiCo has secured comprehensive rights, including: TV-visible trackside advertising; Fan Zone activation opportunities at 21 races; tickets and hospitality experiences; exclusive marketing rights for featured brands; and exclusive track pouring and product supply rights, across global race venues. The deal also includes an official partnership with F1 Sprint, which has proven to be hugely popular among fans with TV viewership on Sprint weekends on average 10% greater than a non-Sprint weekend. As part of its long-standing commitment to empowering women in sport, PepsiCo will also extend its involvement to F1 Academy, with more details to be shared in the coming weeks.

PepsiCo will be creating memorable fan engagement programs that include meaningful food and drink experiences beyond just the race venues through exciting on-pack promotions, digital experiences, and unique content that will bring Formula 1 to an even wider audience. This partnership includes opportunities, such as immersive brand experiences in Formula 1 Fan Zones, and rights for limited edition, co-branded products.

Sting Energy: Official Energy Drink of Formula 1

Sting Energy is set to electrify F1 fans around the globe with a surge of energy to the partnership. Its distinctive proposition lies in delivering the taste and refreshment of a soft drink, combined with the functional boost of an energy drink, all at an accessible price point. This winning combination has strongly resonated with consumers who live to make the most of every moment.

As PepsiCo's flagship energy brand, and one of the fastest-growing energy drinks globally, Sting Energy has experienced explosive growth over the past five years. It now ranks #1 or #2 in market share across key markets, where it has been launched, including India, Pakistan, Egypt, Morocco, Myanmar, Sri Lanka, and Vietnam. With Sting currently available in 34 markets, this partnership presents a significant opportunity for the continued global expansion of Sting and Formula 1.

In a sport like Formula 1, where fans obsess over every detail, Sting Energy is tapping into the most iconic element of the experience — the sound. Teaming up with world-renowned DJ Armin van Buuren, Sting Energy playfully unveiled its unexpected connection to Formula 1 through a fun fan discovery – the distinct sound of "Stinggg" has always existed within the roar of an F1 engine. What began as a playful studio experiment quickly ignited global buzz, sparking a wave of excitement among racing, music, and sports fans alike. The unexpected sonic crossover drove a viral conversation and set the stage for Sting's bold, immersive fan experiences — powered by the disruptive energy of sound.

Gatorade: Official Sports Drink of Formula 1

Gatorade will serve as the Official Sports Drink of Formula 1, as well as an Official Partner of F1 Sprint. A format defined by pure racing action, Gatorade provides the perfect partner between the F1 Sprint series and a brand that is widely associated with high performance and athletic success.

This sponsorship includes at-event hydration, on site branding, such as track signage, broadcast graphics and interview backdrops throughout Sprint weekends. Gatorade's Sprint sponsorship will begin later this year, giving fans an early taste of this partnership. 

Doritos: Official Savory Snack Partner for F1

As the Official Savory Snack Partner of Formula 1, Doritos – the boldest snack – joins forces with the boldest sport. This partnership will bring the unmistakable flavor of Doritos to F1 fans around the world, delivering exciting culinary experiences through Doritos Loaded at race locations and beyond. With global activation rights, Doritos is set to turn up the flavor on and off the track.

"This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences," said Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo. "Formula 1's unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands – particularly Sting Energy – on the world stage. Together, we'll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1's continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence."

Stefano Domenicali, President & CEO of Formula 1, said:

"Today is a moment to celebrate the partnership between two iconic and historic global brands — 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 1 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-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey."

About PepsiCo  

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.

About Formula 1®

Formula 1® racing began in 1950 and is the world's most prestigious motor racing competition, as well as the world's most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championshipâ„¢. Formula 1® is a subsidiary of Liberty Media Corporation attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.

PepsiCo launches worldwide official partnership with Formula 1, bringing Sting Energy®, Gatorade®, and Doritos® to the World's Fastest Growing Sport

PURCHASE, N.Y., May 27, 2025/PRNewswire/ -- PepsiCo announces a groundbreaking worldwide partnership with Formula 1®, beginning in 2025 as part of a multi-year commitment. This partnership unites the world's fastest growing sport with three of PepsiCo's powerhouse brands: Sting Energy, Gatorade, and Doritos. Each brand will be brought to life with the partnership as the deal connects the high-energy excitement of Formula 1 with PepsiCo's passion for creating unforgettable fan experiences around the world. With Formula 1's cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, this partnership establishes a powerful platform for PepsiCo to engage with consumers across the 21 countries on the racing calendar, and more than 200 territories through broadcast.

As an Official Partner of Formula 1, PepsiCo has secured comprehensive rights, including: TV-visible trackside advertising; Fan Zone activation opportunities at 21 races; tickets and hospitality experiences; exclusive marketing rights for featured brands; and exclusive track pouring and product supply rights, across global race venues. The deal also includes an official partnership with F1 Sprint, which has proven to be hugely popular among fans with TV viewership on Sprint weekends on average 10% greater than a non-Sprint weekend. As part of its long-standing commitment to empowering women in sport, PepsiCo will also extend its involvement to F1 Academy, with more details to be shared in the coming weeks.

PepsiCo will be creating memorable fan engagement programs that include meaningful food and drink experiences beyond just the race venues through exciting on-pack promotions, digital experiences, and unique content that will bring Formula 1 to an even wider audience. This partnership includes opportunities, such as immersive brand experiences in Formula 1 Fan Zones, and rights for limited edition, co-branded products.

Sting Energy: Official Energy Drink of Formula 1

Sting Energy is set to electrify F1 fans around the globe with a surge of energy to the partnership. Its distinctive proposition lies in delivering the taste and refreshment of a soft drink, combined with the functional boost of an energy drink, all at an accessible price point. This winning combination has strongly resonated with consumers who live to make the most of every moment.

As PepsiCo's flagship energy brand, and one of the fastest-growing energy drinks globally, Sting Energy has experienced explosive growth over the past five years. It now ranks #1 or #2 in market share across key markets, where it has been launched, including India, Pakistan, Egypt, Morocco, Myanmar, Sri Lanka, and Vietnam. With Sting currently available in 34 markets, this partnership presents a significant opportunity for the continued global expansion of Sting and Formula 1.

In a sport like Formula 1, where fans obsess over every detail, Sting Energy is tapping into the most iconic element of the experience — the sound. Teaming up with world-renowned DJ Armin van Buuren, Sting Energy playfully unveiled its unexpected connection to Formula 1 through a fun fan discovery – the distinct sound of "Stinggg" has always existed within the roar of an F1 engine. What began as a playful studio experiment quickly ignited global buzz, sparking a wave of excitement among racing, music, and sports fans alike. The unexpected sonic crossover drove a viral conversation and set the stage for Sting's bold, immersive fan experiences — powered by the disruptive energy of sound.

Gatorade: Official Sports Drink of Formula 1

Gatorade will serve as the Official Sports Drink of Formula 1, as well as an Official Partner of F1 Sprint. A format defined by pure racing action, Gatorade provides the perfect partner between the F1 Sprint series and a brand that is widely associated with high performance and athletic success.

This sponsorship includes at-event hydration, on site branding, such as track signage, broadcast graphics and interview backdrops throughout Sprint weekends. Gatorade's Sprint sponsorship will begin later this year, giving fans an early taste of this partnership. 

Doritos: Official Savory Snack Partner for F1

As the Official Savory Snack Partner of Formula 1, Doritos – the boldest snack – joins forces with the boldest sport. This partnership will bring the unmistakable flavor of Doritos to F1 fans around the world, delivering exciting culinary experiences through Doritos Loaded at race locations and beyond. With global activation rights, Doritos is set to turn up the flavor on and off the track.

"This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences," said Eugene Willemsen, Chief Executive Officer, International Beverages, PepsiCo. "Formula 1's unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands – particularly Sting Energy – on the world stage. Together, we'll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1's continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence."

Stefano Domenicali, President & CEO of Formula 1, said:

"Today is a moment to celebrate the partnership between two iconic and historic global brands — 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 1 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-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey."

About PepsiCo  

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.

About Formula 1®

Formula 1® racing began in 1950 and is the world's most prestigious motor racing competition, as well as the world's most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championshipâ„¢. Formula 1® is a subsidiary of Liberty Media Corporation attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

PEPSICO® ANNOUNCES WORLDWIDE OFFICIAL PARTNERSHIP WITH FORMULA 1®

PEPSICO® ANNOUNCES WORLDWIDE OFFICIAL PARTNERSHIP WITH FORMULA 1®

PEPSICO® ANNOUNCES WORLDWIDE OFFICIAL PARTNERSHIP WITH FORMULA 1®

PEPSICO® ANNOUNCES WORLDWIDE OFFICIAL PARTNERSHIP WITH FORMULA 1®

HO CHI MINH CITY, Vietnam, Jan. 12, 2026 /PRNewswire/ -- Digital travel platform Agoda reveals that Vietnam is becoming an increasingly popular year-end travel choice for families in the region and beyond. Based on searches made between September and November 2025 for stays during December 2025 and January 2026, Agoda recorded a 30% increase in family travel interest to Vietnam compared with the same period the previous year.

Agoda data shows that Vietnam is attracting more international families than ever this winter holiday season. South Koreans take the lead as the top market interested in traveling to Vietnam in December and January, with families from India, Singapore, Australia, and Malaysia rounding out the top five. Notably, Agoda reported that Indian families showcased the highest growth in travel interest to Vietnam during this period, with a 186% increase in searches. Malaysians also, are expressing strong growth in interest, with a 74% increase in searches, highlighting Vietnam's appeal as a family destination in Southeast Asia and beyond.

Families are choosing Vietnam for its storied culture and cuisine, diverse landscapes, and abundance of family-friendly resorts and attractions.

Phu Quoc Island leads as the most sought-after destination among international family travelers with a 47% increase in searches, popular for its sandy beaches, calm waters, and nature parks ideal for multi-generation vacations. Da Nang follows with 42% growth in travel interest, noted for its beaches, soft adventure activities, and access to Ba Na Hills theme park. Nha Trang comes in third place, remaining a favorite for its long coastline, family-oriented resorts, and island experiences. In fourth place, Ho Chi Minh City appeals with its vibrant food scene, entertainment complexes, and day trips to the Mekong Delta. In the north, Hanoi continues to draw families with its cultural landmarks, museums, and festive atmosphere, rounding out the top five most family-friendly year-end destinations in Vietnam.

Meanwhile, although Vietnamese families traditionally travel less internationally at the end of the year – typically preferring to wait for the Lunar New Year - China is becoming a noticeable exception. Among the top 20 outbound destinations preferred by Vietnamese families during the December-January period, searches for Shanghai increased 58%, while Beijing increased 59%. This shift is supported by the launch of new direct routes between Hanoi and selected Chinese cities earlier this year, making end-of-year overseas trips more accessible than ever.

Vu Ngoc Lam, Country Director at Agoda, said: "It is wonderful to see Vietnam increasingly chosen as an end-of-year holiday destination for families from across Asia and beyond. Agoda's data shows that travelers are recognizing Vietnam's family-friendly appeal, which further strengthen its position on the global travel map. As more families plan their festive-season or year-end getaways, we are delighted to support them through Agoda's simple, intuitive platform and our wide range of stays, flights, and activities."

With over 6 million properties, 130,000 flight routes, and 300,000 activities, all bookable in one seamless itinerary, Agoda helps families plan memorable year-end holidays, whether they choose a peaceful beach break, a cultural city escape, or an international exploration to mark the close of the year.

HO CHI MINH CITY, Vietnam, Jan. 12, 2026 /PRNewswire/ -- Digital travel platform Agoda reveals that Vietnam is becoming an increasingly popular year-end travel choice for families in the region and beyond. Based on searches made between September and November 2025 for stays during December 2025 and January 2026, Agoda recorded a 30% increase in family travel interest to Vietnam compared with the same period the previous year.

Agoda data shows that Vietnam is attracting more international families than ever this winter holiday season. South Koreans take the lead as the top market interested in traveling to Vietnam in December and January, with families from India, Singapore, Australia, and Malaysia rounding out the top five. Notably, Agoda reported that Indian families showcased the highest growth in travel interest to Vietnam during this period, with a 186% increase in searches. Malaysians also, are expressing strong growth in interest, with a 74% increase in searches, highlighting Vietnam's appeal as a family destination in Southeast Asia and beyond.

Families are choosing Vietnam for its storied culture and cuisine, diverse landscapes, and abundance of family-friendly resorts and attractions.

Phu Quoc Island leads as the most sought-after destination among international family travelers with a 47% increase in searches, popular for its sandy beaches, calm waters, and nature parks ideal for multi-generation vacations. Da Nang follows with 42% growth in travel interest, noted for its beaches, soft adventure activities, and access to Ba Na Hills theme park. Nha Trang comes in third place, remaining a favorite for its long coastline, family-oriented resorts, and island experiences. In fourth place, Ho Chi Minh City appeals with its vibrant food scene, entertainment complexes, and day trips to the Mekong Delta. In the north, Hanoi continues to draw families with its cultural landmarks, museums, and festive atmosphere, rounding out the top five most family-friendly year-end destinations in Vietnam.

Meanwhile, although Vietnamese families traditionally travel less internationally at the end of the year – typically preferring to wait for the Lunar New Year - China is becoming a noticeable exception. Among the top 20 outbound destinations preferred by Vietnamese families during the December-January period, searches for Shanghai increased 58%, while Beijing increased 59%. This shift is supported by the launch of new direct routes between Hanoi and selected Chinese cities earlier this year, making end-of-year overseas trips more accessible than ever.

Vu Ngoc Lam, Country Director at Agoda, said: "It is wonderful to see Vietnam increasingly chosen as an end-of-year holiday destination for families from across Asia and beyond. Agoda's data shows that travelers are recognizing Vietnam's family-friendly appeal, which further strengthen its position on the global travel map. As more families plan their festive-season or year-end getaways, we are delighted to support them through Agoda's simple, intuitive platform and our wide range of stays, flights, and activities."

With over 6 million properties, 130,000 flight routes, and 300,000 activities, all bookable in one seamless itinerary, Agoda helps families plan memorable year-end holidays, whether they choose a peaceful beach break, a cultural city escape, or an international exploration to mark the close of the year.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Agoda Data Shows Vietnam Rising as a Favorite End-of-Year Destination for Families Across Asia and Beyond