What is the trend of cross-brand sponsorships?

High-profile collaborations like the PepsiCo and Formula 1 partnership represent a growing trend of cross-industry brand sponsorships, blending athletic and corporate brand identities to reach global audiences.

What is the trend of immersive fan engagement?

The demand for heightened fan experiences is driving brands to craft immersive environments and engagements that leverage real-world events, creating new marketing opportunities beyond traditional media.

What is the trend of diversity and inclusion in sports?

There is a trend towards sponsorship deals that advance diversity and inclusion initiatives, as seen with PepsiCo's involvement in the F1 Academy, opening up pathways for broader representation in high-stakes sports.

What is the trend of experiential marketing revolution?

With a focus on creating memorable on-site experiences, brands are transforming traditional sponsorship models into dynamic fan engagements during major sporting events.

What are the implications for the sports entertainment industry?

The partnership highlights the increasing value of sports entertainment as a platform for global brands to amplify their reach through strategic alliances.

What are the implications for the consumer packaged goods industry?

By aligning with a globally recognized event like Formula 1, consumer goods companies can explore new pathways for brand visibility and product integration in influential markets.

What are the implications for the event hospitality and experiences industry?

The agreement showcases the event hospitality industry's potential for enhanced premium offerings that attract luxury-seeking fans, tapping into the demand for unique, high-end sports event experiences.

Worldwide Racing Partnerships : Partnership with Formula 1

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PepsiCo Forges a Global Partnership with Formula 1

Debra John — June 2, 2025 — Lifestyle

References: instagram & prnewswire

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PepsiCo has unveiled a global partnership with Formula 1, set to commence in 2025 as part of a multi-year agreement. This strategic alliance brings together the exhilarating world of Formula 1 with three of PepsiCo’s high-impact brands: Sting Energy®, Gatorade®, and Doritos®. Designed to connect with a worldwide audience, the partnership merges the intensity of elite motorsport with PepsiCo’s commitment to delivering immersive fan experiences.

With Formula 1 reaching a "cumulative global audience of 1.6 billion and engaging over 826 million fans across more than 200 territories, the collaboration offers PepsiCo a powerful platform for global consumer engagement." As an Official Partner, PepsiCo will activate through "on-track advertising, Fan Zone experiences, exclusive product rights, and premium hospitality offerings at all 21 races."

Additionally, the agreement includes sponsorship of F1 Sprint and future involvement in F1 Academy, supporting PepsiCo’s broader commitment to diversity and inclusion in sport.

Image Credit: PepsiCo

Trend Themes

Cross-brand Sponsorships — High-profile collaborations like the PepsiCo and Formula 1 partnership represent a growing trend of cross-industry brand sponsorships, blending athletic and corporate brand identities to reach global audiences.
Immersive Fan Engagement — The demand for heightened fan experiences is driving brands to craft immersive environments and engagements that leverage real-world events, creating new marketing opportunities beyond traditional media.
Diversity and Inclusion in Sports — There is a trend towards sponsorship deals that advance diversity and inclusion initiatives, as seen with PepsiCo's involvement in the F1 Academy, opening up pathways for broader representation in high-stakes sports.
Experiential Marketing Revolution — With a focus on creating memorable on-site experiences, brands are transforming traditional sponsorship models into dynamic fan engagements during major sporting events.

Industry Implications

Sports Entertainment — The partnership highlights the increasing value of sports entertainment as a platform for global brands to amplify their reach through strategic alliances.
Consumer Packaged Goods — By aligning with a globally recognized event like Formula 1, consumer goods companies can explore new pathways for brand visibility and product integration in influential markets.
Event Hospitality and Experiences — The agreement showcases the event hospitality industry's potential for enhanced premium offerings that attract luxury-seeking fans, tapping into the demand for unique, high-end sports event experiences.

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