PepsiCo is to return to being a Formula 1 team sponsor next year for the first time since its 7UP brand’s iconic title partnership with Jordan in 1991.
The American company has announced a new major deal with Mercedes that revolves around three of its core brands: Gatorade, Sting and Doritos.
Together, PepsiCo and Mercedes plan a host of fan activations but also other joint projects including integrating input from Gatorade’s Sports Science Institute to help deliver performance solutions for the Mercedes squad.
The Mercedes tie-up marks an expansion of PepsiCo's involvement in grand prix racing following a multi-year worldwide partnership it reached earlier this year to be an official partner of F1. That deal, which runs until 2030, revolves around the same Gatorade, Sting and Doritos brands.
Mercedes boss Toto Wolff said: "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.
"As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence."
Eugene Willemsen, CEO of International Beverages at PepsiCo added: "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."
It is understood that nothing has been finalised, and discussions are still going on regarding how the PepsiCo products’ branding will appear on the Mercedes cars, driver overalls or team wear.
The PepsiCo deal with Mercedes is the first time that the company has had such an extensive deal with an F1 team since that legendary tie-up with Jordan in 1991.
The famous bright green-and-blue colour scheme of the Jordan 191, which featured 7UP logos prominently on the engine cover, became one of the most best-loved liveries in the history of F1. But that deal only lasted until the end of the 1991 campaign.
Back in 2002, PepsiCo had a marketing arrangement in place with Williams, where 7UP became the official soft drink partner of the team. However, it was not a sponsorship deal as such and branding did not appear on the car nor team gear.
PepsiCo generated nearly $92billion in net revenue in 2024 thanks to its portfolio of major brands that includes Gatorade, Pepsi-Cola, Mountain Dew and SodaStream.
