Pepsi Confirms Limited-Edition Releases, ‘Powerhouse' New Partnership
PepsiCo fans, get ready, some limited-edition product launches are apparently heading your way, all thanks to a new partnership the food and beverage giant entered with Formula 1.
On Tuesday–a little over a week after PepsiCo announced it had officially acquired cult-favorite soda brand Poppi–the company revealed that 2025 is the start of "a multi-year commitment" between PepsiCo and Formula 1. The agreement, it says, "unites the world's fastest growing sport" with three of PepsiCo's "powerhouse" brands: Sting Energy, Gatorade, and Doritos.
According to a press release, the partnership will bring the three Pepsi-owned brands to life in a new way through limited-edition co-branded products and immersive experiences set up in Formula 1 Fan Zones.
"This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences," Eugene Willemsen, CEO of international beverages at PepsiCo, said in a statement.
"Formula 1's unmatched global platform and tremendous growth trajectory align perfectly with our ambitions to accelerate our brands–particularly Sting Energy–on the world stage," Willemsen added, "Together, we'll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond, while also supporting Formula 1's continued expansion to new audiences worldwide in markets where PepsiCo and Sting have a strong presence."
"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," added Formula 1 president and CEO Stefano Domenicali.
"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 concluded.
Should PepsiCo and the F1 partnership race from the track to grocery stores nationwide, Parade will be the first to let you know as soon as it crosses the finish line.
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