PURCHASE, NY — Corporate sponsorships at all scales offer CPG producers an unexpected outlet to reach consumers. PepsiCo’s latest deal takes that connection to the racetrack as an official partner of Formula 1 (F1).
Three PepsiCo brands — Doritos, Sting Energy and Gatorade — are included in the partnership, connecting the CPG offerings to F1’s 1.6 billion global viewers and fan base of 826 million.
“Today is a moment to celebrate the partnership between two iconic and historic global brands — a sparkling union that will bring together tradition and innovation, generating excitement, entertainment, and unforgettable experiences for our fans and customers around the world,” said Stefano Domenicali, president and CEO of Formula 1.
PepsiCo’s role as an official partner of the sporting series offers the company an opportunity to create unique experiences for consumers through on-pack promotions and rights for limited-edition, co-branded products.
“This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences,” said Eugene Willemsen, CEO, International Beverages, PepsiCo. “Formula 1’s unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands on the world stage. Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond.”
Doritos has been named the official savory snack partner of F1 and has global activation rights, bringing its offerings to more markets.
“With a long-standing history of creativity and an ability to celebrate the fun and special moments in life, PepsiCo is the ideal partner with whom to share unique moments along our journey,” Domenicali said.
