Pepsi power fuels Mercedes: Landmark 2026 deal shakes up F1 sponsorship game

 

Mercedes AMG Petronas Formula One (F1) Team and PepsiCo, multinational food as well as beverage company. Have announced a landmark global partnership with PepsiCo brands which will be integrated into the team’s marketing, hospitality as well as sustainability initiatives. Extending beyond branding with joint projects in performance hydration, nutrition in addition to recycling innovation.

The partnership official begins with the 2026 F1 season, coinciding with the introduction of new technical regulations.

Toto Wolff, Team Principal & Chief Executive Officer, Mercedes AMG Petronas F1 Team said: “As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence.”

As Mercedes seeks to strengthen global brand reach and align with PepsiCo’s summer consumer engagement power. Additionally, PepsiCo aiming to leverage F1’s global platform to promote its brands as well as sustainability agenda.

With the collaboration reflects a shared commitment to innovation, performance and environmental responsibility reinforcing both companies’ reputations as leaders in their industries.

Richard Sanders, Chief Commercial Officer, Mercedes AMG Petronas F1 Team said: “It’s a partnership that adds real value to how we operate day to day and how we can connect with people around the world.”

The program implements a fully customised performance hydration strategy giving the Mercedes team a performance edge in a sport where every millisecond matters.

Through the partnership, fans will see both George Russell and Kimi Antonelli participate in fan engagement initiatives that showcase the collective strengths of Gatorade, Doritos plus Sting from behind the scene content to fan focused activations.

Sanders said: “Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond.”

Sting brings its energetic brand spirit to race weekends, connecting Gen Z fans to the Mercedes team bringing them to the race and delivering the excitement of F1 faster than ever.

📸 Imagery courtesy of Mercedes AMG Petronas Formula One Team