F1 has announced the arrival of new major partners to continue growing globally.
The golden era that began with the arrival of Netflix cameras in the paddock continues. F1 has in fact announced the entry of new major partners that will support the growth the sport has experienced in recent years.
Details of the new agreement
The announcement was made through a social media video highlighting the names of the companies involved, all part of the PepsiCo group. The agreement will be valid until 2030 and will connect the world of motorsport with energy drinks and snack products such as Sting Energy, Gatorade, and Doritos. As a new partner, PepsiCo will aim to engage fans through promotions, digital experiences, and unique content. Opportunities will include experiences in the Fan Zones at various circuits, where fans will be able to take part in exclusive games or activities.
Specifically, Sting Energy will become the official energy drink of Formula 1, while Gatorade will be the official partner of the Sprint races. Doritos will serve as the official salty snack, with a partnership that will embrace all fans, from those at the track to those at home. The new agreement will also involve the F1 Academy, with further details to be announced later.
“This is a moment that celebrates the partnership between two historic and iconic brands. A union of innovation and tradition that will generate entertainment and unforgettable experiences for fans around the world. PepsiCo will leverage the incredible power of the Formula 1 brand to expand its market while we will grow thanks to their extraordinary products. With a history rich in creativity and the ability to celebrate special moments, PepsiCo represents the ideal partner for this journey,” said Stefano Domenicali when commenting on the new agreement
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