Beverages and snacks company PepsiCo has signed a five-year global partnership deal with Formula 1, considered the world’s most expensive sport, for its brands Sting Energy, Doritos and Gatorade. The company did not disclose the financial details of the partnership.
Under the partnership, Sting Energy will be official energy drink of Formula 1, while Gatorade will be official sports drink of Formula 1 and official partner of F1 Sprint, the company said. The sponsorship rights include at-event hydration, on-site branding and track signages. PepsiCo's snack brand Doritos has onboarded Formula 1 as official savory snack partner.
“As an official partner of Formula 1, PepsiCo has secured 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 company said in a statement.
Formula 1, the world’s fastest growing sport, has a cumulative global audience of 1.6 billion viewers and a fan base of 826 million, the statement said, adding that the partnership will enable PepsiCo to connect with consumers across 21 countries on the racing calendar and over 200 territories through broadcast.
The deal includes an official partnership with F1 Sprint, and extends to F1 Academy.
“Sting now ranks No 1 or No 2 in share across key markets where it has been launched, including India, Pakistan, Egypt, Morocco, Myanmar, Sri Lanka, and Vietnam. Sting Energy is tapping into sound to tie-in it with the roar of an F1 engine,” the company said.
“Formula 1’s global platform and growth trajectory align with our ambitions to accelerate our brands, particularly Sting Energy,” Eugene Willemsen, chief executive officer, international beverages, PepsiCo, said.
The partnership will translate to on-pack promotions, digital communication and rights for limited
edition and co-branded products as well, according to the company.
Large Formula 1 sponsors have included beer brand Heineken, Qatar Airways and DHL.
Under the partnership, Sting Energy will be official energy drink of Formula 1, while Gatorade will be official sports drink of Formula 1 and official partner of F1 Sprint, the company said. The sponsorship rights include at-event hydration, on-site branding and track signages. PepsiCo's snack brand Doritos has onboarded Formula 1 as official savory snack partner.
“As an official partner of Formula 1, PepsiCo has secured 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 company said in a statement.
Formula 1, the world’s fastest growing sport, has a cumulative global audience of 1.6 billion viewers and a fan base of 826 million, the statement said, adding that the partnership will enable PepsiCo to connect with consumers across 21 countries on the racing calendar and over 200 territories through broadcast.
The deal includes an official partnership with F1 Sprint, and extends to F1 Academy.
“Sting now ranks No 1 or No 2 in share across key markets where it has been launched, including India, Pakistan, Egypt, Morocco, Myanmar, Sri Lanka, and Vietnam. Sting Energy is tapping into sound to tie-in it with the roar of an F1 engine,” the company said.
“Formula 1’s global platform and growth trajectory align with our ambitions to accelerate our brands, particularly Sting Energy,” Eugene Willemsen, chief executive officer, international beverages, PepsiCo, said.
The partnership will translate to on-pack promotions, digital communication and rights for limited
edition and co-branded products as well, according to the company.
Large Formula 1 sponsors have included beer brand Heineken, Qatar Airways and DHL.
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