The sound of speed: Sting energy, a PepsiCo energy drink, hits the track with Formula 1
A post shared by Sting Energy Global (@sting_global)
In a sport like Formula 1, where fans obsess over every detail, Sting Energy tapped into the most iconic and visceral element of the experience: sound. On May 23, 2025, world-renowned DJ and producer Armin van Buuren posted a video unveiling a surprising discovery – the sound of 'Stinggg' echoing through the roar of an F1 engine. While isolating audio layers from a race recording, Armin noticed an uncanny resemblance between the engine's pitch and the sonic builds in his music. The post piqued global curiosity, as fans, creators, and even F1 icons joined the conversation. And with that, Sting Energy surfaced. Not as a familiar face in Formula 1, but as a bold new force ready to make its mark.
Joining the wave of excitement were 2025 F2 Monaco Grand Prix winner Kush Maini, Formula 1 legend Jenson Button, global auto enthusiast Alex Hirschi (SuperCar Blondie) and Indian F1 racer and motorsport enthusiast Karun Chandhok, who amplified the moment with energized reactions – captivated by the sonic connection between Sting Energy and the roar of Formula 1. Their involvement added credibility to what many had dismissed as coincidence, showing it was something much more deliberate.
Without any official announcement or clear branding, people started to wonder quietly: could Sting Energy have been part of Formula 1 all along? The frenzy reached its peak at the Monaco Grand Prix, where F1 fans and influencers from around the world were seen recording the races, reacting in real-time as Sting Energy's now unmistakable sonic signature revealed itself within the raw, high-octane roar of the track.
Making the discovery, world-renowned DJ and record producer, Armin van Buuren said, "As a longtime F1 fan, I was revisiting some engine sounds in the studio when one frequency stood out, it almost sounded like 'Sting.' At first, I thought it was a coincidence, but the more I listened, the more melodic it became. It's a great reminder that inspiration can come from the most unexpected places – even a car racing down the track."
Jenson Button, 2009 F1 World Champion driver, added, '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. It's strange, but also kind of brilliant – how something so familiar can hide in plain sight for so long. Once you hear it, you can't ignore it.'
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.'
With this partnership, Sting Energy will now supercharge fan experiences across 21 races– through immersive brand experiences, co-branded products, on-pack promotions, and digital storytelling.
Breaking away from the traditional sponsorship route, Sting Energy approached this collaboration in a way only it can – by tapping into the power of sound. In a sport where audio is emotion, physics, and adrenaline all at once, Sting Energy transformed a shared sensory experience into an unmissable brand moment. As part of the partnership, Sting Energy will now supercharge fan experiences across 21 races - through immersive brand activations, co-branded products, on-pack promotions, and digital storytelling.
PepsiCo, today, announced the groundbreaking multi-year global partnership with Sting Energy as the Official Energy Drink of Formula 1.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Hindu
5 hours ago
- The Hindu
Saad Kassis-Mohamed's SKM Capital announces intention to revive Caterham F1 team for 2027 entry
The 2026 Formula 1 season will see the grid swell up to eleven teams for the first time in ten years, with the inclusion of General Motors-backed Cadillac F1 team. A twelfth entrant also could be a possibility after Kuwaiti investor Saad Kassis-Mohamed announced his intention to revive the dormant Caterham F1 team as SKM Racing, subject to approval from the FIA and rights holder Liberty Media. SKM Capital, of which Kassis-Mohamed is the board director, aims to secure an entry ahead of the 2027 season. The team will function out of a technical base in Silverstone and will have a race operations unit in Munich. 'F1 now operates with clearer financial guardrails and stable technical frameworks, making the category investable. We like the intersection of elite engineering, a global platform, and predictable cost governance,' Kassis-Mohamed told Sportstar. Caterham was part of the F1 grid for three seasons (2012-2014), during which it failed to score a single point. An eleventh-place finish for Vitaly Petrov in the 2012 Brazilian Grand Prix was the team's best result. After entering administration in October 2014, the team returned for a final race in Abu Dhabi that year, managing to raise enough money via crowdfunding. With the administrators failing to find a new investor, the team folded at the end of the year, with its remaining assets auctioned off in March 2015. 'Caterham has strong recall and no current grid presence. A brand licence shortens the marketing ramp without reviving the defunct corporate entity or its liabilities,' the Kuwaiti entrepreneur said, outlining the reason for not marketing the team as a new entry. The road to FIA approval is still quite far, with the FIA yet to announce the reopening of its Expressions of Interest process since its previous notification in early 2023. Cadillac's confirmed F1 entry was also far from smooth. Michael Andretti's initial attempts to form an eleventh team were met with reluctance from Liberty Media. It was only after the onboarding of an Original Equipment Manufacturer (OEM) in the form of General Motors that the team was welcomed to the grid. Despite the perceived importance of OEM support, Kassis-Mohamed said the team will apply as a customer team, hoping to strike a deal with the existing 2026 power unit suppliers. 'We respect the thresholds set by FIA/ F1. Our plan involves two options: a change of control transaction in an existing entrant or applying in the next FIA process as a compact, well-funded customer team with long-term PU supply,' he said. Despite the short turnaround time, Kassis-Mohamed is confident of setting up the infrastructure and leadership group before 2025 comes to a close, ahead of focusing on chassis systems and race operations the following year. The timeline and decision-making, however, will be contingent on regulatory and commercial approvals. Related Topics Formula 1 / FIA
Time of India
7 hours ago
- Time of India
Shah Rukh Khan gives honest review of son Aryan Khan's directorial debut series Ba****ds of Bollywood; first look to drop tomorrow
Shah Rukh Khan is all smiles as his son Aryan Khan's directorial debut, Ba****ds of Bollywood, inches closer to release. The superstar, currently enjoying the Mumbai monsoon, hosted a fun #AskSRK session on Twitter today, where he candidly spoke about Aryan's project and addressed whether he has any plans to launch him as an actor. When a fan asked, 'When are you planning to launch Aryan Khan as a hero? I'd love to see him in a superhero role," SRK replied with wit, 'Give him love as a Director in Ba****ds of Bollywood when u watch it. Abhi ghar mein competition nahi chahiye...' Honest review of Aryan's debut During the interaction, Shah Rukh gave his own take on Aryan's upcoming series. Responding to a fan who asked about the show, the actor said, 'It's very good. You all see and decide... but it's very entertaining, wacky, and emotional. Honest review!' He further revealed that wife Gauri Khan , who is backing the project as a producer, is the 'proudest' in the family right now. 'Keeping up with my lovely family is hard' Fans couldn't help but marvel at the Khan household's collective talent. One wrote, 'Sir, Gauri Ma'am is producing, Aryan is directing in Ba****ds of Bollywood, Suhana is acting in King. How much talent in one house, sir? Thoda humare liye bhi rakh do.' To this, Shah Rukh responded in his trademark style, 'Really man... and you haven't seen AbRam in action yet. Just keeping up with my lovely family is hard! But I am sure @gaurikhan is proudest of Ba****ds of Bollywood the most as a producer.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Diverse Backgrounds Can Lead to Fascinating Career Paths Siemens Energy Read More Undo First look of Aryan Khan's directorial debut confirmed Adding to the buzz, Shah Rukh tagged Netflix India, urging them to reveal an update on Aryan's series, 'So many people asking so have to tell Netflix... Beta show bana raha hai, Baap sirf wait kar raha hai… @NetflixIndia Tum kya kar rahe ho??!!' Lilliput slams Shah Rukh Khan's role in 'Zero', Says 'Not even equal to Kamal Haasan's dust' The streaming platform cheekily replied, 'Bete ka teaser post karne se pehle baap se permission chahiye thi. The first look will be out tomorrow.' Delighted, SRK responded, 'Yes yes yes. Please tell me the time also as Aryan doesn't tell me anything. Aapke saath toh purana rishta hai... so please tell me and everyone else. Too excited. Here's to a great First Look. Thanks.' The big reveal Finally, it was confirmed that the first look of Aryan Khan's debut directorial, Ba****ds of Bollywood, will drop on August 17 at 11 AM. Aryan, unlike his superstar father and sister Suhana Khan who chose acting, has stepped behind the camera. The series, produced by Red Chillies Entertainment, reportedly explores the eccentric world of aspirants, hustlers, and dreamers navigating the chaos of Bollywood. Buzz suggests cameo appearances by Bobby Deol, Ranbir Kapoor, Salman Khan, Karan Johar, and Ranveer Singh. "Get the latest news updates on Times of India, including reviews of the movie Coolie and War 2 ."
&w=3840&q=100)
First Post
20 hours ago
- First Post
Suhail Chandhok exclusive on growing a team in non-cricket market: 'We are a nation that loves heroes, not necessarily the sport'
U Mumba CEO and TV presenter Suhail Chandhok, in this exclusive chat with Firstpost, spoke about the challenges he faces as sports administrator, India's sporing culture and the future of Indian sports. Suhail Chandhok has worn many hats, including those of a cricketer, an actor, a TV presenter, and now CEO of U Mumba. However, he says that the transition to the administration side of this industry was 'natural' for him. In an exclusive interview with Firstpost, Suhail spoke about his journey, the challenges of being a young CEO, and his belief in building the right team culture. His love for sport began on the field, and when his playing days ended, he found a job as a TV presenter/commentator, doing stints for the Pro Kabaddi League, the Indian Premier League, and other sports. Now, Suhail has moved to the business side with kabaddi becoming his launchpad. STORY CONTINUES BELOW THIS AD On the financial side, Suhail revealed that sponsorship for non-cricket leagues hovers between Rs 3.5-5 crore a season, but he stressed that media rights are the real game-changer and play a big role in revenue generation. Suhail urged that more media platforms must back Indian sports. 'I think sponsorship is always something that is going to dictate a measure of success in some sense but I think that's not necessarily right, because sponsorship is only one metric of value. For instance, yes, you know, some teams are more successful than, let's say, three or four other leagues, whether it be volleyball, kho-kho, tennis, or badminton.' 'However, I think there is value that each sport brings to its own niche. Having said that, it has roughly been around the four to five crore mark in terms of sponsorship. That goes up and down, it yo-yos between three-and-a-half to four-and-a-half, five crores per season. 'Media rights are a big unlocking value, and I think we have to understand that media rights will always drive the overall value of a sport, of a franchise, of a team. That will continue to dictate value. However, that's where the market plays a big role. Today, we're again heading into what is potentially a monopoly market of Jio and Star coming together and I do hope that unlocking value continues. STORY CONTINUES BELOW THIS AD Suhail also warned about the growing trend of big conglomerates controlling all the stakes in major sporting leagues in India, especially in terms of broadcast. 'We shouldn't lean on a monopoly market. I do hope to see more and more media houses come in that want to house sport, whether it be global entities entering India, like Netflix and the WWE deal. It's a great dictate for what the future of sport might look like. When you look at the effect that a Formula 1 movie has had, or a Drive to Survive show has had, or WWE now being on Netflix, I do hope more global platforms look at Indian sport and Indian leagues as a potential. I think the next ten years are going to be very strong for India, and more platforms need to enter the market.' Suhail on taking PKL to next level The Pro Kabaddi League (PKL) has already grown into one of the biggest sporting leagues in India, second only to the IPL in stature. Suhail opened up about the gaps that can be filled by the PKL organisers to make the league even bigger in India. 'I think listening to the franchises' needs a little bit more is important. All of us – all 12 teams – are looking to work with the PKL to grow the sport. What we need to do is unlock the true value of the sport. While the league, as an entity, is largely owned by the broadcaster, I think we still need to separate the two and work with the teams, the stakeholders of the sport, and others who are genuinely trying to promote it.' STORY CONTINUES BELOW THIS AD 'We must also clamp down on any rubbish that's going on. We need to be very stern and focused on the progress of the sport in one clear direction. The league has done a fabulous job of building it to where it is today, but now it's the league's responsibility to take it up an extra notch. How do we commit to the future of the sport when we already have such strong stakeholders?' 'In terms of stature, I think only the IPL is a rival. We have the Kotak family, the Screwvala family, the Adanis, JSW, the Bachchans, Capri Global, and other private investors in the mix. This is a strong core group of team owners who are not looking for a quick exit, which means the sport is in safe hands. When the sport is in safe hands, it's our responsibility to stay true to it, unlock its value, and not stunt its growth.' STORY CONTINUES BELOW THIS AD Suhail believes that it is important to support new entrants because it will only help the sport grow. 'It's equally important to support others around the sport who are trying to do good for it. At Elev8 India Sports, we follow a 'copyleft' policy – we want to see more and more people come in. It's not about copyright and blocking; it's about allowing people to enter, contribute, and help the sport grow. Kabaddi is still at a nascent stage, so we need more people to talk about it, work for it, and build it up. Blocking new entrants will only curb enthusiasm and growth.' Suhail stressed that growing the sport is not just the league's job, but a shared duty for everyone involved. 'Everyone has a responsibility to help the sport grow. At the same time, we must educate players about what is right and wrong. Addressing certain issues today will help the sport clean up its act for the future as well.' STORY CONTINUES BELOW THIS AD Suhail on issues non-cricket leagues face Suhail also talked about the challenges that a growing sport like kabaddi faces. He said that when big money enters a sport suddenly, it can sometimes distract players from the true motivation of why they started playing in the first place. 'When a lot of money comes into the sport very very quickly, players stop understanding what the true value of why they are playing this game. You start to play for the auction or you start to play for your personal value rather than the value of a team. I think it's only very natural. It happened with the IPL when there was sudden unlocking of value where players started playing for their franchises rather than playing for their nations. Rather than committing to the calender of a country, they started playing where the money was. That is happening with kabaddi as well and I think helping players understand why they are playing this sport, why the sport has give them so much.' STORY CONTINUES BELOW THIS AD 'So, player education is important. At Elev8 India Sportz Yuva Series we do a lot of financial literacy, we do a lot player psychology, we work with players understand anti-corruption, what their true value is.' Suhail on positive and negative trends in non-cricket leagues Suhail said the most promising sign is that Indian sports culture is slowly expanding beyond cricket. However, he pointed out that India's tendency to idolise individuals rather than the sport itself is a major issue. 'I think the trend is that we are leaning towards not just cricket. And I think that's something that has to happen for a country to become a true sporting nation. Firstly, there's one big challenge in India: we are a nation that loves heroes and not necessarily the sport. When I worked on the badminton league, people would rush to watch your PV Sindhu versus Saina Nehwal.' 'But when you had a Carolina Marin facing off against a world number two and number one at the time, the stadium would be empty. So we appreciate heroes and not the sport, and I think that needs to change for India to take steps towards becoming a true sporting nation. However, look at the flip side — while we turned up in large numbers to watch a javelin event, we may have all turned up in 10,000 numbers to watch a Neeraj Chopra.' STORY CONTINUES BELOW THIS AD 'But when you get there and watch Neeraj Chopra, you start to understand what the sport of javelin even is. So I think it takes a hero to bring about awareness to a sport and vice versa. But at the same time, I do hope that while 10-15,000 people turned up to watch a javelin event in Bangalore — and I think that's a sign that India is heading in the right direction — I hope that tomorrow, when Neeraj Chopra is not necessarily the only guy that's there, at least 5,000 people do turn up to watch a javelin event.' 'And I think that's going to be the hallmark of success going forward. Because while we are talking about a 2036 Olympic bid, I hope that we understand that we have to build sporting culture, and that starts with everyone playing a sport. When you play a sport, you'll automatically tune into watching a sport. And I think that's what I want for all of us to do.' 'But I think the trend is very positive — more and more people are taking to a tennis court, a badminton court, a table tennis table, a pickleball court, a paddle court, playing football with their friends, playing kabaddi with their friends in their neighborhood.' Suhail on turning down offers from IPL teams Suhail revealed that he turned down management offers from teams in three different sports, including IPL franchises, before joining U Mumba at what he called 'the right time.' 'I unfortunately can't give you a full disclosure on those. All I will say is it's been across three different sports. I think the timing was such that it came at the right time with kabaddi. Since then, there's been a couple of others as well, including IPL teams. I will come back to I guess cricket in many ways and forms was one opportunity that, that came and went. I just thought that it would've taken a much bigger commitment in terms of time, and I don't think I would've been able to do broadcast at all if I took on a slightly larger commitment as well,' he said. 'Uh, but also I think it was the ability to do it at the right time, right? And I've always been someone that believes that things happen when they need to happen. And I think, you know, saying yes to the right opportunity is absolutely critical as well. There have been opportunities not just in India, but outside of India as well — again, very exciting stuff. And it's always nice to know you're wanted, right? I think that means you're doing something right.' Suhail on his equation with U Mumba owner Ronnie Screwvala While Suhail doesn't own a stake in U Mumba, he has full autonomy in running things as a CEO. He also acknowledged that he leans on his father-in-law, Ronnie Screwvala (owner of parent group U Sports), for advice related to the finances of the team. 'Unfortunately, not (on being asked if he owns a stake in U Sports). I am purely here as a consultant and a CEO. But look, I think there are positives and negatives to being so closely related to a franchise and to the owner of a team, especially when someone is of Ronnie's stature as well. I think he's an extremely hard taskmaster, and I think with that comes two sides, right? You have to have a great deal of transparency and honesty with yourself and, therefore, with him as well, and I was very clear about it when I took on the role." 'I think there's even more pressure when you take on a role where you're so closely related. There's so much more that you have to have in terms of belief so that you can put aside anything that anyone could potentially say. The good thing is that everyone knows I come in with a lot more sporting knowledge than many others here, and I think that for me was the number one conversation I had with Ronnie. I said, 'You know what? If it's a business decision, if it's something related to finance, I want to make sure that the door to you is open and I can come and have a chat and get the advice I need from you. But when it comes to sporting decisions, they have to be mine and mine alone.' And, you know, to this date, he's honoured that.' 'But at the same time, when it comes to the business side of things, I have the ability to tap his brain, and I think that's something wonderful to have. So while there is the added pressure of that, I think when you have the conviction of knowing you know the subject better than anyone else, you go in with that confidence.'
