Sting Energy Partners with Mercedes-AMG PETRONAS F1 in Global Deal

PepsiCo’s Sting Energy has entered a strategic global partnership with the Mercedes-AMG PETRONAS Formula One Team as part of a wider multi-brand alliance beginning in the 2026 season.

The collaboration includes PepsiCo brands such as Gatorade and Doritos, but Sting Energy will take a lead position in fan engagement, branding presence, and campaign visibility. The move is aimed at strengthening Sting’s footprint among motorsport audiences and accelerating its growth in global markets where Formula One continues to expand.

The announcement was shared through a digital launch film rather than a traditional press briefing. The film features a Mercedes-AMG PETRONAS F1 car speeding across a runway, with the sound building gradually until it evolves into the distinct “STINGGGGGG” audio signature associated with the brand. The execution reflects the approach: fast-paced, bold, and designed for shareability across social platforms.

• Sting Energy Partners With Mercedes-AMG PETRONAS F1 in Global Deal
• PepsiCo’s Sting Energy Joins Mercedes-AMG PETRONAS in 2026 F1 Season
• New Sting Energy–Mercedes F1 Partnership Targets Global Motorsports Fans

PepsiCo’s international leadership described the partnership as a step toward connecting with a rapidly growing youth audience. Sting Energy will have branding across the team’s racing environment, selected assets, and promotional activities. Mercedes-AMG PETRONAS representatives confirmed the association aligns with the team’s approach to performance, momentum, and expanding community engagement.

The tie-up will include future content collaborations, track-side experiences, merchandise integrations, and athlete-driven promotional appearances. With Formula One expanding across regions including Asia, the Middle East, and the Americas, the deal positions Sting Energy to benefit from increasing fan participation and race-week marketing.

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Public reaction to the announcement has been positive, particularly due to the unconventional reveal. Many F1 followers noted that the format matched the sport’s adrenaline-driven appeal. As the 2026 season approaches, the campaign is expected to roll out phased strategies across digital, retail, and live event channels, giving both brands broader reach and visibility.