Gatorade becomes official sponsor of Formula 1 sprint races in landmark PepsiCo deal

Dominika Jordan
May 27, 2025, 05:08 AM ET

Formula 1 World Champions: A legacy of racing legends

Lewis Hamilton, 2024 Las Vegas Grand Prix. Mercedes-AMG PETRONAS F1/Mercedes-AMG

Gatorade Joins Formula 1 as Official Partner for Sprint Races

In a groundbreaking move that underscores Formula 1's surging popularity, Gatorade has joined forces with the pinnacle of motorsport as the official partner of its sprint races. The five-year deal with PepsiCo, announced on Monday, will formally commence in 2026, but Gatorade’s branding will make its debut much earlier—at this season's Belgian Grand Prix in July.

The partnership highlights Formula 1’s continued commitment to innovate and attract new fans. First introduced in 2021, the sprint format replaced one of the traditional weekend practice sessions with a shorter, high-stakes qualifying session and a sprint race. The format has proven immensely popular, with F1 reporting a 10% increase in viewership compared to non-sprint weekends.

Domenicali’s Vision for Sprint Format

Speaking on the partnership, F1 president and CEO Stefano Domenicali expressed his enthusiasm for the collaboration.

"We thought it was the right association—the sprint has been one of the activities for new fans that have been popular, giving them every day something on track that has some relevance to the result," Domenicali told reporters.

He further emphasized:

"We have shown to the avid fans that we do respect and keep at the center the [on-track] product, always. If you look at the championship, the action on track has never been so tight. Our objective has never been to dilute or destroy the value of the real-life sport, as nothing has ever taken away from that."

Domenicali also noted that the Gatorade deal strengthens the sprint as both a sporting and commercial asset:

"I think this makes the sprint even more relevant for fans, on the sport side, because we get another boost for it on the commercial side, but the focus has never stopped being on the racing side itself."

Gatorade’s Legacy Meets Formula 1

Gatorade is an iconic American sports brand, originally developed for the University of Florida’s athletes—known as the Gators—and now proudly serves as the official sports drink for the NFL, NBA, and MLB. Its association with major sporting events, such as the celebrated Gatorade showers during NFL championships, cements its place as a staple in global athletics.

The Gatorade sponsorship will take center stage at key sprint weekends, including the United States Grand Prix in Austin, one of two U.S.-based sprint races this year. Miami's Grand Prix in May has already featured the revamped event, showcasing the appeal of the format to diverse audiences.

A Broader PepsiCo and Formula 1 Collaboration

The Gatorade deal is just one piece of a broader collaboration between PepsiCo and Formula 1. Starting in 2026, other PepsiCo brands such as Sting will become F1's official energy drink, while Doritos takes on the role of the sport's official savory snack. This multi-faceted partnership reflects Formula 1’s explosive growth as both a sports and entertainment platform, capable of drawing some of the world’s largest and most recognizable brands to its growing fold.

Eugene Willemsen, PepsiCo’s International Beverages CEO, expressed optimism about the collaboration:

"We are thrilled to sign this partnership with F1," he told ESPN. "The possibilities with this sport at the moment are endless, as we saw in Miami. It has a fan base of 1.3 billion worldwide, very young, across the world. So it's a great partner for us to partner with."

Willemsen also noted the unique synergy between F1 and PepsiCo’s brands:

"The lead brand will be Sting, the fastest growing brand in our portfolio, and we are thrilled to combine that with the fastest-growing sporting event in the world at this time. F1, the whole weekend, has become a true entertainment weekend for all the fans who visit the circuit. It's a combination of sport, entertainment, [and fan engagement]."

Formula 1’s Momentum Continues

Formula 1's momentum shows no signs of slowing down, with recent activations, including a Lego-themed driver parade at the Miami Grand Prix, capturing attention worldwide and further showcasing the sport’s innovative approach. As Gatorade now steps into the limelight alongside Formula 1's thrilling sprint races, fans can expect an electrifying blend of action, star power, and commercial appeal that continues to redefine the boundaries of sport and entertainment.