The Sound of Speed: Sting Energy® by PepsiCo Hits the Track with Formula 1®

India Today

29-05-2025

In the ever-intensifying world of Formula 1, where seconds matter and every rev is a heartbeat, there's a new kind of electricity on the track—and this time, it comes with a sound. Enter Sting Energy, PepsiCo's bold, adrenaline-fueled energy drink, now the Official Energy Drink Partner of Formula 1.The spark? A global sound-driven moment that didn't just catch fans off guard—it sent a shockwave through the internet. It all started on May 23, 2025, when world-renowned DJ and producer Armin van Buuren shared a video that went viral overnight. While isolating the audio of an F1 engine in his studio, Armin discovered something unusual—one frequency that sounded eerily like 'Stinggg.' What many dismissed as coincidence quickly turned into a cultural moment. View this post on Instagram A post shared by Sting Energy Global (@sting_global)As fans began replaying old race clips and dissecting engine audio, the moment caught the attention of legends and pop culture icons alike. Among the ones to jump in was Bollywood powerhouse Ranveer Singh, whose video set timelines ablaze. He reacts to Armin's discovery, 'Armin, dude – I have been watching Formula 1 since the days of Nigel Mansell and Damon HillI think the experience of watching Formula 1 is now never going to be the same for me! I can't unhear it!' View this post on Instagram A post shared by Ranveer Singh (@ranveersingh)Ranveer later added, 'F1 is pure adrenaline—raw, untamed, and absolutely electric! The speed, the sound, the sheer thrill—it's a sensorial experience. When I saw Armin's video and heard those engines screaming 'Stinggg,' I took a moment to believe what I was listening to. That's the thing about Sting Energy—it's always been ahead of trends and re-energising. Just like F1, it's all about energy, speed and pushing the limits.'Jenson Button, 2009 F1 World Champion also chimed in, 'I've spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I'd experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and... There it was. 'Sting.' Clear as day.' View this post on Instagram A post shared by Jenson Button (@jensonbutton)As this sound-led movement took shape, it wasn't long before Sting Energy's role became official. The speculation and fan theories were confirmed: Sting Energy had entered the F1 arena—not quietly, but as a jolt of audio-visual adrenaline.Commenting on the roar, Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, said, 'Sometimes the most powerful brand moments aren't manufactured – they're discovered. This wasn't just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it's sonic alignment. Sting Energy didn't just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.'Jonny Haworth, Director of Commercial Partnerships, Formula 1, said, 'Formula 1 has always been about more than just speed - it's about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It's a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.'From Kush Maini, 2025 F2 Monaco Grand Prix winner, to Supercar Blondie, and Karun Chandhok, the wave of support cemented the moment. The crossover of music, motorsport, and pop culture is now complete—and Sting Energy is at the center of it.Fans across India and the globe are now tuning into more than just the race. They're listening for that moment—when the engines scream, and somewhere in between, you hear it too: 'Stinggg.'Disclaimer: India Today holds no responsibility for the content written on the website as a basis for making any business, legal, or any other decision. Any reliance placed on such material is at your own risk.
advertisement