Mercedes F1 Team has confirmed a new global agreement with PepsiCo that will introduce three of its major brands (Gatorade, Sting and Doritos) into a direct collaboration with the team from 2026. Although Pepsi is one of the company’s flagship products, it is not part of this specific deal. The partnership marks the first time that these three category-leading brands will work together with an F1 team under one unified programme.

The alliance builds on PepsiCo’s existing involvement in Formula 1 and represents a step up from previous marketing and event activities into a full team-level partnership. As part of the collaboration, Gatorade will contribute to the team’s hydration and performance routines, while Sting and Doritos will feature in global fan-oriented campaigns designed to tap into the sport’s growing audience. The agreement also includes wider activations at selected races, digital content projects and on-site experiences aimed at strengthening the connection between the team and its supporters.

The partnership comes at a time when Formula 1 continues to expand rapidly across key regions, particularly in North America and Asia. For PepsiCo, aligning three of its high-profile brands with a leading F1 team provides an opportunity to engage with a broader and increasingly diverse fanbase. For Mercedes, the collaboration adds another major global partner with strong visibility and established cultural reach.

“Welcoming a company with such a strong portfolio into our partner group shows the health of our team and our sport. Gatorade’s sports science, Sting’s energy and Doritos’ cultural reach each bring something unique. Together, they support our performance and enhance the experience for fans worldwide,” said Mercedes F1 Team Principal and CEO Toto Wolff.