In the course of international marketing around the globe, Formula 1 has pulled another thick fish ashore. As the world’s largest racing series officially announced, it has completed a long -term partnership with one of the largest food companies in the world.
On Tuesday morning German, Formula 1 announced that he had won the US beverage giant Pepsico as a new large sponsor. He was signed as an official partner for several years by 2030, the F1 said.
As a result, Pepsico will advertise several products in Formula 1 for at least the next five years. From then on “Sting Energy” becomes the official energy drink of Formula 1. Above all, Red Bull should not necessarily like this as a large competitive brand.
The Austrian energy drink manufacturer has the teams Red Bull Racing and Racing Bulls and is also involved in the transfer of Formula 1 with its “ServusTV” TV station.
In addition, Pepsico with his beverage brand “Gatorade” becomes the official partner of the Formula 1 sprint and with his chips brand “Doritos” as an official partner for hearty nibbles on the racetrack.
From next year, Pepsico will be present with products and advertising materials worldwide on all racing weekends and will also place its own marketing campaigns.
Formula 1 with Pepsico as a “pioneering partnership”
Stefano Domenicali celebrated the conclusion of the contract in his function as managing director of Formula 1 as a “brilliant connection of tradition and innovation”. The Italian was enthusiastic about the fact that Pepsico recognized and wanted to use “the unique potential of Formula 1 as a global platform”.
Formula 1, on the other hand, would like to benefit from the products and the “loyal pepsico community”, Domenicali continued in the official statement of Formula 1.
Eugen Willemsen, as international director of the Pepsico beverage division, called the five-year deal with the premier class of motorsport a “pioneering partnership” and speaks of the “perfect connection between two global heavyweights” with a “common passion for extraordinary fan experiences”.
Pepsico has his headquarters in Harrison in the US state of New York and looks back on a company history that has already been over 125 years. Around 320,000 employees worldwide are now working for the listed company, which is considered the largest rival of the Coca-Cola Company.