NEW DELHI: In a first-ever moment for Formula 1 and brand collaborations, Sting Energy, PepsiCo’s electrifying energy drink and Official Team Partner of Formula 1®, has announced a landmark global partnership with the Mercedes-AMG PETRONAS F1 Team—without a single human on screen.
Instead, the announcement arrived at full throttle through a digital film where the Mercedes F1 car itself delivered the message.
No podium, no script, no driver—just a blistering lap ending with the machine’s roar morphing into a powerful “STINGGGGGG.”
The collaboration, which officially begins in 2026, marks Sting’s bold entry into global speed culture. The campaign film instantly sparked buzz across social media, with creators and motorsport enthusiasts praising the unconventional communication—a partnership unveiled by a car instead of the team or the executives.
According to PepsiCo, the move signals the kind of energy Sting plans to bring to race weekends: high-intensity fan engagement, amplified speed culture, and a deeper emotional bridge between fans and one of Formula 1’s most successful teams.
The partnership unites Sting Energy with two of PepsiCo’s other influential brands—Gatorade and Doritos—already deeply embedded in global sports and fan experiences.
“This partnership unites performance, energy, and flavour under one banner—connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team,” said Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo. “Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fueling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS Formula 1 Team reflects our shared commitment to performance, innovation, and excellence.”
Toto Wolff, Team Principal & CEO of the Mercedes-AMG PETRONAS F1 Team, said the addition of PepsiCo’s powerhouse brands strengthens the team’s pursuit of performance. “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.”
Richard Sanders, Chief Commercial Officer of the Team, added that the partnership will enhance both operations and fan experience. “Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond.”
With Sting x Mercedes-AMG PETRONAS F1 Team now officially on the grid, the message is clear: Fast just got faster.
