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sports8h ago
Mercedes announces a very tasty 'landmark' sponsorship deal
- Mercedes announces a landmark global partnership with three PepsiCo brands Gatorade, Sting and Doritos starting in 2026.
- Gatorade will introduce its sports science institute to the F1 paddock to support Mercedes drivers.
- Sting will focus on Gen Z fans as part of the three-brand alliance.
- Doritos will contribute its cultural edge to the Mercedes partnership.
- Eugene Willemsen of PepsiCo called the collaboration a fusion of performance, energy and flavour.
- Toto Wolff described the partnership as a sign of the team's strong ecosystem and ethos.
- Mercedes’ Richard Sanders said the partnership adds real value to daily operations and global connections.
- The deal aligns three PepsiCo brands with Mercedes-AMG Petronas F1 Team for enhanced fan engagement.
- Mercedes and PepsiCo executives emphasized fan-focused activations and behind-the-scenes content.
- The sponsorship begins in 2026, marking a new era for Mercedes in F1 partnerships.
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