Sting Energy Revs Up Brand Equity Through Mercedes-AMG PETRONAS F1 Partnership
With a bold digital launch and strong early consumer traction, Sting strengthens its role in PepsiCo’s multi-brand strategy inside the expanding F1 economy.
Popular energy drink brand Sting Energy has forged a global partnership with the Mercedes-AMG PETRONAS Formula One Team. The collaboration was unveiled through a digital film in which the announcement was delivered by a Formula 1 car itself, marking a one-of-a-kind reveal for both the sport and the brand.
Already positioned in the market as “the electrifying energy drink by PepsiCo and the Official Team Partner of Formula 1®,” Sting Energy has sharpened its market advantage through its partnership with one of the world’s most dominant racing teams. While Sting is a well-established brand across Asia and other global markets, the Mercedes-AMG PETRONAS partnership is expected to increase not only awareness–but also equity–for the brand by integrating Sting more deeply into the cultural and commercial ecosystem of Formula 1.
“This partnership unites performance, energy, and flavor under one banne–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 – values that define both our organizations.”
The partnership positions the brand at the intersection of speed, technology, and lifestyle—a strategic trifecta for capturing next-generation consumers. It also sets the tone for what Sting promises to bring–possibly through new on-ground and digital activations–to race weekends: “more energy, more speed, and a deeper connection between fans and the Mercedes-AMG PETRONAS F1 Team.”
“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,” said Toto Wolff, Team Principal & Chief Executive Officer of the Mercedes-AMG PETRONAS F1 Team.
“As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team echoed Wolff’s sentiments, saying, “We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”
Early indicators on social media suggest strong consumer reception. Creators have begun sharing their reactions to the announcement video, which continues to build significant traction across platforms. This positive reception implies that the partnership is resonating not just with motorsport audiences but with mainstream digital culture as well.
