May 28, 2025 – Sting Energy®, PepsiCo’s high-voltage energy drink, has been announced as the Official Energy Drink Partner of Formula 1®, marking a bold entry into the global motorsport arena.
The collaboration was teased through a viral post by world-renowned DJ Armin van Buuren, who identified the word “Sting” in the sound of an F1 engine. The discovery sparked widespread fan intrigue, with F1 legend Jenson Button and F2 Monaco GP winner Kush Maini joining the conversation, confirming what many fans were already hearing — a sonic connection between Sting Energy and the sport.
“This wasn’t just a campaign; it was a cultural moment discovered by fans,” said Vandita Pandey, VP Marketing, PepsiCo International Beverages. “Sting Energy has always been part of the thrill — now, it’s official.”
The partnership will span 21 races, bringing immersive fan experiences, co-branded products, on-pack promotions, and digital storytelling to life.
“Formula 1 is all about energy, emotion, and sound,” said Jonny Haworth, Director of Commercial Partnerships, Formula 1. “This partnership celebrates that spirit in a truly unique way.”
The multi-year deal positions Sting Energy at the heart of F1 fan engagement, using sound as the driving force to connect culture, sport, and brand like never before.
