Sting Energy, a PepsiCo electrifying energy drink, has officially entered the fast-paced world of Formula 1 as its Official Energy Drink Partner. This official partnership, sparked by authentic fan curiosity even before the official reveal, began as a viral sound-driven moment and has since grown into a dynamic collaboration — racing from the track to screens worldwide, and bringing Vietnamese audiences closer than ever to the heart-pounding action of the world's fastest growing sport.
This global partnership unites the world’s fastest-growing sport with three of PepsiCo's powerhouse brands, including Sting Energy. With Formula 1’s cumulative global audience of 1.6 billion viewers and an active fan base of 826 million, this partnership establishes a powerful platform for PepsiCo to engage with consumers across the 21 countries on the racing calendar, and more than 200 territories through broadcast. PepsiCo has secured comprehensive rights, including TV-visible trackside advertising, Fan Zone activation opportunities at 21 races, tickets and hospitality experiences, exclusive marketing rights for featured brands, and exclusive track pouring and product supply rights across global race venues.
In a sport like Formula 1, where fans obsess over every detail, Sting Energy tapped into the most iconic and visceral element of the experience: sound. On May 23, 2025, world-renowned DJ and producer Armin van Buuren posted a video unveiling a surprising discovery – the sound of "Stinggg" echoing through the roar of an F1 engine. While isolating audio layers from a race recording, Armin noticed an uncanny resemblance between the engine’s pitch and the sonic builds in his music. The post piqued global curiosity, as fans, creators, and even F1 icons joined the conversation. And with that, Sting Energy surfaced. Not as a familiar face in Formula 1, but as a bold new force ready to make its mark.
With this partnership, fans can expect memorable engagement programs including exciting on-pack promotions, digital experiences, and unique content designed to extend Formula 1's excitement beyond the race venues. The partnership also offers immersive brand experiences in Formula 1 Fan Zones and limited-edition, co-branded products.
PepsiCo announced the groundbreaking multi-year global partnership with Sting Energy as the Official Energy Drink of Formula 1.
