Sting Energy takes pole position with Mercedes-AMG F1 deal
Sting Energy, the energy drink brand under PepsiCo, will become a global partner of the Mercedes-AMG PETRONAS Formula 1 Team starting in 2026.
The partnership, announced through a digital film featuring a car delivering the message, marks a first in Formula 1 brand communications.
The campaign eschewed traditional podiums and press events, instead using a precision lap where the engine’s sound was digitally shaped to spell “STINGGGGGG.”
The announcement was shared across social media, drawing attention from creators and fans for its unconventional approach.
Eugene Willemsen, chief executive officer of international beverages at PepsiCo, said the collaboration connects three of the company’s brands—Gatorade, Sting, and Doritos—with one of the most successful teams in Formula 1.
He noted that the partnership reflects shared values of performance, innovation, and excellence while aiming to engage both athletes and fans.
Toto Wolff, team principal and CEO of Mercedes-AMG PETRONAS F1 Team, said the deal underscores the strength of the team’s partner network and aligns with its focus on performance and innovation.
He highlighted the complementary nature of PepsiCo’s portfolio, citing sports science expertise, cultural relevance, and brand energy as key benefits.
Richard Sanders, chief commercial officer of the F1 team, added that PepsiCo’s involvement would enhance fan experiences at races and beyond, while supporting the team’s day-to-day operations.
The partnership reflects a broader trend in Formula 1, where brands are increasingly leveraging digital-first campaigns and immersive experiences to engage global audiences.
Energy drink brands have historically been active in motorsport sponsorship, but Sting’s approach of using the car itself as a communication tool is an unusual innovation in the sector.
PepsiCo’s engagement with Formula 1 builds on its existing presence in sports marketing and aligns with a strategy to integrate its products into high-profile, performance-oriented events.
For Mercedes-AMG PETRONAS, the deal expands commercial partnerships and fan engagement ahead of the 2026 season, when F1 is expected to continue its growth in global viewership and sponsorship revenues.
The collaboration signals a shift toward more creative, digital-native marketing within motorsport, where brand activations increasingly aim to combine performance messaging with entertainment and social media amplification.
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