# Worldwide Racing Partnerships PepsiCo Forges a Global Partnership with Formula 1 By Debra John | Published 2025-06-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/partnership-with-formula-1 References: [prnewswire](https://www.prnewswire.com/in/news-releases/pepsico-announces-worldwide-official-partnership-with-formula-1-302465468.html) & [instagram](https://www.instagram.com/pepsico/17)  PepsiCo has unveiled a global partnership with [Formula 1](https://www.trendhunter.com/trends/official-energy-drink-partner), 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®](https://www.trendhunter.com/trends/mercedesamg-petronas-formula-one), 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](https://www.trendhunter.com/trends/womens-motorsport), supporting PepsiCo’s broader commitment to diversity and inclusion in sport. Image Credit: PepsiCo ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 67% | Activity: 67% | Freshness: 42% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **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. ### Where This Applies - **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. ## Related on Trend Hunter - [Beverage Brand-Supported Racing Teams](https://www.trendhunter.com/trends/mercedesamg-petronas-formula-one.md) - [Race-Approved Energy Drinks](https://www.trendhunter.com/trends/official-energy-drink-partner.md) - [Global Racecar Partnerships](https://www.trendhunter.com/trends/official-chocolate-bar.md) - [Women's Motorsport Partnerships](https://www.trendhunter.com/trends/womens-motorsport.md) - [Racecar Team Drink Sponsorships](https://www.trendhunter.com/trends/drink-sponsorship.md) - [Unique Motorsport Partnerships](https://www.trendhunter.com/trends/mercedesamg-petronas.md) - [Official Racecar Partnerships](https://www.trendhunter.com/trends/sponsorship-with-formula-1.md) - [Official Racing Spirit Partnerships](https://www.trendhunter.com/trends/belvedere-and-formula-one.md) - [Racing Alcohol-Free Beer Collabs](https://www.trendhunter.com/trends/peroni-nastro-azzurro-00-and-scuderia-ferrari.md)