For food and beverage brands, associating with sports and sporting events is vital to captivating their audience. As PepsiCo announced its worldwide partnership with Formula 1, both the food and sports world race towards a win both on and off the track.
While NASCAR has been a staple in American sports culture, Formula 1 has surged in popularity. From the upcoming movie featuring Brad Pitt to the Netflix shows, people are thirsty to see more of the drivers, speed, and excitement that the sport offers.
PepsiCo has fostered many relationships with sports and pop culture brands. The annual Super Bowl activations are prime examples. Fans love to see favorite football players snack on those Lay’s potato chips, create interesting pairings with Doritos, and sip on some refreshing Pepsi beverages.
As the Official Partner of Formula 1, PepsiCo will be the exclusive provider of FanZone activations, marketing, advertising and more. That branding will serve as a visual reminder that PepsiCo food and beverage fuel the excitement of the face-paced racing world.
According to Stefano Domenicali, President & CEO of Formula 1, "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." Looking forward, this partnership looks to grow not only Formula 1’s audience globally, but also it will secure PepsiCo in the global food and beverage industry.
PepsiCo launches an official energy drink in partnership with Formula 1.
From cheering every turn to staying until the checkered flag announces the winner, Formula 1 fans thirst for a beverage that keeps them going all day long. Part of the worldwide partnership, PepsiCo’s Sting Energy is the Official Energy Drink of Formula 1. The partnership will focus on “making the most of every moment.”
Considered “one of the fastest growing energy drinks globally,” Sting Energy sets itself apart in the crowded functional beverage space by leaning into its soft drink vibes. While the flavor is sweet, fruity forward, the carbonation levels add to its overall appeal. The beverage is highly popular in Asia.
In addition to the Sting Energy partnership, Gatorade will be the Official Sports Drink of Formula 1. How this particular collaboration will play out remains to be seen. If Formula 1 and Gatorade can create an iconic moment like the celebratory “Gatorade dump,” everyone will be quite pleased.
The PepsiCo and Formula 1 partnership will include Doritos as the Official Savory Snack partner. Given the brand’s vast food and beverage line, there seems to be an opportunity for more lines to be featured in the future.
Overall, the driving force behind this partnership is the focus on the fan experience. When people hear the revving of the engine and they crave a particular snack or drink, the endeavor will be successful.