PepsiCo Partners with Formula 1
PepsiCo reveals a historic global partnership with Formula 1, set to commence in 2025 as part of a multi-year agreement. This collaboration brings together the fastest-growing sport globally with three of PepsiCo's leading brands: Sting Energy, Gatorade, and Doritos.
Every brand will be animated through the collaboration as the agreement links the exhilarating thrill of Formula 1 with PepsiCo's dedication to crafting memorable fan experiences globally.
With Formula 1's total worldwide audience of 1.6 billion and a vibrant fan base of 826 million, this collaboration creates a strong opportunity for PepsiCo to connect with consumers in the 21 countries on the racing schedule and over 200 territories via broadcast.
As an Official Partner of Formula 1, PepsiCo has obtained extensive rights, such as: trackside advertising visible on TV; fan engagement opportunities at 21 races; ticketing and hospitality experiences; exclusive marketing privileges for highlighted brands; and sole rights for track pouring and product supply at global racing locations.
The agreement also features an official collaboration with F1 Sprint, which has shown to be extremely favored by fans, with TV ratings on Sprint weekends typically 10 percent higher than those of non-Sprint weekends. In line with its enduring pledge to support women in sports, PepsiCo will broaden its participation in the F1 Academy, with additional information to be revealed in the following weeks.
PepsiCo aims to develop unforgettable fan engagement initiatives that offer significant food and beverage experiences extending beyond the racing venues via thrilling on-pack promotions, digital interactions, and distinctive content, all designed to broaden Formula 1's audience reach.
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This collaboration offers prospects, including engaging brand encounters in Formula 1 Fan Zones, along with rights for exclusive, co-branded merchandise.