PepsiCo’s New Lap Around F1
PepsiCo isn’t just sticking to your usual sports arenas anymore. They’ve strapped into the driver’s seat of Formula 1 with a multiyear partnership that’s set to make some serious noise. You’ll see their logos plastered trackside, and they’re diving into 21 races with on-site activations. Gatorade, Doritos, and Sting Energy are the lucky brands getting the spotlight. This move puts PepsiCo in the same league as heavyweights like LVMH, Qatar Airways, and tech titans like Oracle, HP, and Amazon Web Services. It’s clear they’re not just here for the ride; they’re here to dominate.
Why F1? Well, it’s not just about the speed. The fan base is younger, richer, and spans the globe with 24 Grand Prix races across 21 countries. Adam Warner, PepsiCo’s VP of global sports and entertainment partnerships, says it’s a unique property with momentum that perfectly aligns with their iconic brands. It’s a smart move to tap into this demographic, and PepsiCo knows a good opportunity when they see one.
The Growth of Formula 1
F1 is on fire right now, celebrating its 75th anniversary in 2025 with a whopping 1.6 billion TV audience and 97 million social media followers. In-person attendance jumped 9% to 6.5 million in 2024. The sport is raking in the highest sponsorship deal spending across all major leagues, averaging $6 million per deal, according to SponsorUnited. It’s no wonder brands are lining up to get a piece of the action.
Liberty Media, the brains behind Sirius XM and Live Nation Entertainment, deserves a nod for boosting F1’s popularity since they bought it for $4.4 billion in 2016. They’ve been busy launching a fantasy league, a female-only racing series, and adding races in Miami and Las Vegas to appeal to the U.S. market. The U.S. fan base grew by nearly 11% last year, hitting 52 million, and it’s only going to get bigger with General Motors and Cadillac joining the fray in 2026.
The Cultural Impact of F1
F1 isn’t just about the races anymore; it’s become a part of pop culture. Drivers like Lewis Hamilton and Max Verstappen are household names, and their personal lives are tabloid fodder. Netflix’s ‘Drive to Survive’ has been a game-changer, expanding the audience, especially in the U.S. And now, Apple Original Films is releasing a sports drama called ‘F1’ later this month. This sport is everywhere, and it’s not slowing down.
Heineken has been riding the F1 wave since 2016, and they’re not just sipping on the sidelines. They’ve launched a new ad featuring Brad Pitt and Damson Idris to push Heineken 0.0, emphasizing the message that alcohol and driving don’t mix. It’s a smart way to stay part of the social scene without the booze. Brands are getting creative with F1, tailoring campaigns to the unique vibe of each race.
Brands Rev Up Their F1 Strategies
Patrón found a natural fit with F1 back in 2021, starting with a partnership with Mexican driver Sergio Pérez. They had to navigate the IP rights maze to get him in his F1 gear, but it’s paid off. They’re sponsoring live concerts at Soho House in Austin, tapping into the DJ and nightclub culture in Las Vegas, and celebrating the party scene in Miami with spicy margaritas. It’s all about understanding what works where.
Adidas hit the gas on their F1 partnership with Mercedes-AMG PETRONAS, creating apparel and footwear for both the pros and fans. They debuted a Floridian-inspired collection in Miami, complete with mangrove tree leaf graphics. Michael Batz, Adidas Motorsport’s general manager, knows it’s all about local insights. Meanwhile, Capital One’s Velocity Black service is making sure F1 fans get the full experience, from transportation to meeting the Aston Martin team. The U.S. races sell out fast, proving that this sport is here to stay.
Key Facts Worth Knowing
- •💡 Formula 1 commands a TV audience of 1.6 billion worldwide.
- •💡 The sport’s in-person attendance grew by 9% in 2024, reaching 6.5 million.
- •💡 F1 generates the highest average sponsorship deal spending at $6 million per deal.
- •💡 Liberty Media’s acquisition of F1 for $4.4 billion in 2016 has significantly boosted its popularity.
- •💡 The U.S. F1 fan base grew by nearly 11% in 2023, totaling 52 million fans.
