Udaipur (Udaipur Kiran): Sting Energy, the energy drink brand from PepsiCo and the Official Team Partner of Formula 1®, has entered into a global partnership with the Mercedes-AMG PETRONAS F1 Team in a distinctive and innovative manner. For the first time in Formula 1 and brand partnership history, the announcement was delivered through the race car itself via a digital film, where the engine’s roar transformed into the sound of “STINGGGGGG”.
The announcement not only revealed the partnership but also set the direction for Sting’s presence at race weekends, focusing on enhanced energy, speed, and a stronger connect between fans and the Mercedes-AMG PETRONAS F1 Team.
Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, said the partnership brings performance, energy and flavour together under one platform. He said that through Gatorade, Sting and Doritos, PepsiCo is deeply connected with the culture of Formula 1, energising both athletes and fans. He added that the collaboration reflects a shared commitment to performance, innovation and excellence.
Toto Wolff, Team Principal and Chief Executive Officer of the Mercedes-AMG PETRONAS F1 Team, said that welcoming a company with a portfolio as strong as PepsiCo’s is a reflection of the team’s strength and the growth of the sport. He said the values of PepsiCo align closely with the team’s pursuit of performance through innovation and excellence. He added that Gatorade, Sting and Doritos each bring unique strengths that will support team performance and enhance fan experience.
Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, said the team is pleased to welcome PepsiCo. He said the company’s expertise will help deliver better experiences for guests and fans at the track and beyond, and the partnership will add value to both daily operations and global fan engagement.
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