Sting Energy, PepsiCo’s energy drink and an Official Team Partner of Formula 1, has entered a new global partnership with the Mercedes-AMG Petronas F1 Team. The announcement was made through a digital film in which the team’s F1 car delivered the message without commentary or studio production. The film featured a single on-track lap where the engine sound sharpened into a clear vocalisation of ‘STINGGGGGG’, marking what both parties describe as a first-of-its-kind partnership reveal within Formula 1.
The collaboration signals Sting Energy’s intention to increase its presence during race weekends by connecting more closely with fans and reinforcing its association with speed, energy and performance. After the film was released, creators across social platforms shared reactions to the format and to the decision to let the car communicate the announcement.
Eugene Willemsen, chief executive officer, international beverages, PepsiCo, said the partnership brings together performance, energy and flavour under one banner. He noted that Gatorade, Sting and Doritos place PepsiCo within the culture of Formula 1, supporting both athletes and fans. Willemsen added that the alignment with the Mercedes-AMG Petronas F1 Team reflects a shared focus on performance, innovation and excellence.
Team principal and chief executive officer Toto Wolff said PepsiCo’s entry into the partner ecosystem demonstrates the continued strength of both the team and the sport. Wolff stated that the portfolio of Gatorade, Sting and Doritos aligns with the team’s ethos of pursuing high performance through innovation. He added that each brand contributes distinct value, enhancing the team’s performance and the fan experience.
Richard Sanders, chief commercial officer, Mercedes-AMG Petronas F1 Team, said PepsiCo’s sector expertise will support improved experiences for guests and fans both at the track and through wider engagement. Sanders described the partnership as adding practical value to day-to-day operations and global outreach.
