PepsiCo revs back into F1 team sponsorship with Mercedes!

Mercedes will have a striking new energy in its Formula 1 garage next season, as PepsiCo makes its long-awaited return to team sponsorship for the first time since its iconic 7UP-Jordan partnership all the way back in 1991.

PepsiCo’s new agreement with the Brackley squad centres on three powerhouse brands – Gatorade, Sting and Doritos – and builds on the company’s wider commercial alliance with Formula 1, which runs until 2030.

The deal opens the door to a wave of fan-facing activations and deeper performance-driven collaborations. Mercedes also expects to tap into the expertise of the Gatorade Sports Science Institute, which will work directly with the team to explore hydration and performance solutions for drivers and crew.

Aligned With Mercedes’ Ethos

Team principal Toto Wolff hailed the partnership as another signal of Mercedes’ commercial might.

“Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport,” commented the Mercedes team principal.

“As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence.”

For PepsiCo, the announcement marks its most significant team-level involvement since the legendary Jordan 191 – a car adored for its bright green-and-blue 7UP livery – burst onto the scene over three decades ago.

With PepsiCo generating nearly $92 billion in net revenue in 2024, the move underscores how deeply major consumer brands value Formula 1’s global reach. And while the future livery won’t mirror the iconic 7UP–Jordan aesthetic, the symbolism of PepsiCo’s return remains powerful.

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Eugene Willemsen, CEO of International Beverages at PepsiCo, said the expanded partnership reflects the brand’s cultural connection with the sport:

“Through Gatorade, Sting and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1.”

Discussions are still ongoing regarding how prominently PepsiCo branding will appear on the Mercedes cars, uniforms, and team equipment.

With PepsiCo generating nearly $92 billion in net revenue in 2024, the move underscores how deeply major consumer brands value Formula 1’s global reach. And while the future livery won’t mirror the iconic 7UP–Jordan aesthetic, the symbolism of PepsiCo’s return remains powerful.

More than three decades after its last major team sponsorship, PepsiCo is back at the heart of Formula 1 competition – and this time, it’s alongside Mercedes.

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