SPORTS SPONSORSHIP

PepsiCo and Formula One agree to a multi-year sponsorship deal

By our African Marketing Confederation News Team | 2025

Company says it wants to ‘accelerate’ three of its brands and believes it can tap into F1’s global platform to connect with new audiences

PepsiCo, the multinational food and beverage corporation, has concluded a multi-year sponsorship agreement with Formula One to showcase three of its brands – Sting Energy, Gatorade and Doritos – at 21 events across the racing calendar. 

Photo: PepsiCo

The deal includes advertising at track side, a FanZone activation at races, tickets and hospitality experiences, exclusive marketing rights for the featured brands, exclusive track pouring, and product supply rights. 

 

There is also an official partnership with F1 Sprint, a short version of F1 that covers about 100km and has no pit stops, and an involvement in the F1 Academy as part of the brand’s commitment to empowering women in sports. 

 

This adds to a range of existing sports sponsorship agreements for PepsiCo. Among those already in place are contracts with the Union of European Football Associations (UEFA), the National Football League (NFL) in the US, and National Basketball Association (NBA) in the US. 

 

F1’s tremendous growth trajectory 

 

 “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,” says Eugene Willemsen, CEO for International Beverages at PepsiCo.  

 

“Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula One’s continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence.” 

 

Sting Energy is a carbonated energy drink that has been providing stiff competition to established players like Red Bull in the energy drinks market. It is currently sold in 30-plus countries, including certain African nations, and the Formula One sponsorship move seems to indicate that PepsiCo has even bigger plans for the brand. 

 

Sting Energy thus becomes the Official Energy Drink of F1. Gatorade and Doritos become the Official Sports Drink and Official Savory Snack, respectively, of F1. 

 

Comments Stefano Domenicali, President and CEO of Formula One: “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 One as a global platform to connect with new audiences, and we will benefit from their energy, their extraordinary products, and their loyal community.” 

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    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
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