# Beverage Brand-Supported Racing Teams PepsiCo Partners with Mercedes-AMG Petronas Formula One Team By Kalin Ned | Published 2025-12-02 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/mercedesamg-petronas-formula-one References: [newswire](https://www.newswire.ca/news-releases/pepsico-r-announces-landmark-global-partnership-with-mercedes-amg-petronas-f1-team-for-2026-838702964.html)  [PepsiCo](https://www.trendhunter.com/trends/partnership-with-formula-1) has established a significant, multi-year international alliance with the [Mercedes-AMG](https://www.trendhunter.com/trends/mercedesamg-petronas) Petronas Formula One racing team. The partnership is set to commence in 2026. This agreement will integrate three of PepsiCo's product lines — [Gatorade](https://www.trendhunter.com/trends/womens-motorsport), Sting, and Doritos — into the team's activities. The partnership is structured to align each brand with specific facets of the sport. Gatorade will provide its sports science resources to develop customized hydration protocols for the drivers and pit crew, while the Sting energy drink will focus on marketing engagements aimed at younger audiences in developing markets where the brand has a strong presence. Doritos, on the other hand, will create themed promotional events and content that leverage the excitement of race weekends. Image Credit: PepsiCo x Mercedes-AMG Petronas Formula One ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 60% | Activity: 64% | Freshness: 57% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Hydration Science Integration:** Integrating advanced hydration protocols into high-performance sports partnerships provides a new frontier for sports science innovation. - **Youth-focused Marketing Strategies:** Targeted marketing aimed at capturing young audiences in emerging markets highlights the shift towards demographic-specific brand engagement. - **Event-themed Promotional Content:** Developing themed promotional content around major events showcases the potential for immersive brand experiences that captivate audiences. ### Industries Being Reshaped - **Sports Nutrition:** The collaboration with high-profile sports teams opens up avenues for innovation in performance-enhancing nutrition solutions. - **Beverage Industry:** Partnerships with international sporting brands emphasize the growing demand for strategic alignments to expand market reach. - **Marketing and Advertising:** Innovative event-based marketing models signal a transformative approach in connecting brands with consumers through excitement-driven content. ## Related on Trend Hunter - [Branded Soccer Sponsorships](https://www.trendhunter.com/trends/official-carbonated-soft-drink.md) - [Fan Engagement Partnerships](https://www.trendhunter.com/trends/mclaren-racing-and-mastercard.md) - [Athlete-Backed Beverage Campaigns](https://www.trendhunter.com/trends/tailgate-crashers.md) - [Worldwide Racing Partnerships](https://www.trendhunter.com/trends/partnership-with-formula-1.md) - [Bourbon Formula 1 Partnerships](https://www.trendhunter.com/trends/jim-beam-joins-cadillac-f1-team.md) - [Cricket League-Focused Beverage Partnerships](https://www.trendhunter.com/trends/lucknow-super-giants.md) - [Co-Branded Family-Oriented Events](https://www.trendhunter.com/trends/disney-and-formula-1.md) - [Women's Motorsport Partnerships](https://www.trendhunter.com/trends/womens-motorsport.md) - [Modern Motorsport Capsules](https://www.trendhunter.com/trends/adidas-x-mercedes.md)