PepsiCo is joining forces with Formula One, the latest sponsor to use the worldwide racing circuit to showcase its products.
The multi-year global agreement will see Gatorade and Doritos branding adorn tracks starting later this year.
Gatorade will become Formula One’s official sports drink and serve as the presenting sponsor of the F1 Sprint Series. Doritos becomes F1’s official savoury snack partner, while Sting Energy will be the official energy drink of Formula One.
As an official partner of Formula One, PepsiCo gets rights to TV-visible trackside advertising, Fan Zone activation opportunities at 21 races, tickets and hospitality experiences, and exclusive marketing rights for featured brands.