PepsiCo, Formula 1 partner to promote brand advertising
The partnership will bring each participating brand to life by fusing PepsiCo‘s enthusiasm for producing world-class fan experiences with the high-energy excitement of Formula 1.
USA – PepsiCo has announced a ground-breaking global partnership with Formula 1®, as part of a multi-year commitment, that brings together three of PepsiCo’s most powerful brands—Doritos, Gatorade, and Sting Energy—with the fastest-growing sport in the world.
Doritos has been named the official savory snack partner of F1 and has also been granted global activation rights.
Through this collaboration, Doritos Loaded will offer thrilling culinary experiences at racetracks and other locations, bringing the iconic flavor of Doritos to Formula One fans worldwide.
With 826 million active fans and 1.6 billion viewers worldwide, Formula 1 provides PepsiCo with a strong platform to interact with consumers in the 21 countries on the racing calendar as well as more than 200 territories via broadcast.
PepsiCo has obtained a wide range of rights as an Official Partner of Formula 1, including: exclusive marketing rights for featured brands; TV-visible trackside advertising; Fan Zone activation opportunities at 21 races; tickets and hospitality experiences; and exclusive track pouring and product supply rights across race venues worldwide.
The deal also includes an official collaboration with F1 Sprint, which has been very popular among fans, with TV viewing on Sprint weekends typically being 10% higher than on non-Sprint weekends.
PepsiCo will also expand its partnership with F1 Academy as part of its longstanding commitment to developing women in sport; further information will be released in the upcoming weeks.
Through engaging on-pack promotions, digital experiences, and original content, PepsiCo will be developing memorable fan engagement programs that offer significant food and drink experiences outside of race sites, expanding the reach of Formula 1.
Opportunities from this deal include co-branded, limited-edition product rights and immersive brand experiences in Formula 1 Fan Zones.
“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,” said Stefano Domenicali, President & CEO of Formula 1.
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