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*June 2024* — PepsiCo, the global leader in convenient foods and beverages, has announced a worldwide official partnership with Formula 1 (F1), one of the most popular motorsports series in the world. The partnership, confirmed by both PepsiCo and Formula 1 in multiple press releases, will see the two brands collaborate globally, with the agreement set to run until at least 2030.
Strengthening Brand Visibility on a Global Stage
The new deal positions PepsiCo as an *Official Partner* of Formula 1, expanding the beverage giant’s already significant sports sponsorship portfolio. The partnership is expected to include multiple PepsiCo brands, with products like Pepsi®, Gatorade, and Lay’s set to gain increased prominence at F1 events around the world.
According to official announcements, the partnership is global in scope and will provide PepsiCo with branding and activation rights at Formula 1 Grands Prix across Asia, Europe, the Americas, and beyond. The multi-year agreement is designed to leverage the shared values of innovation, performance, and global reach that both organizations represent.
Activation Plans and Fan Engagement
While specific details about activation plans have yet to be fully disclosed, PepsiCo and Formula 1 have stated their intent to collaborate on fan engagement initiatives, trackside experiences, and digital content campaigns. SportsMint Media reported that the move is expected to “fuel F1” by engaging fans through PepsiCo’s diverse portfolio, bringing popular consumer brands closer to the sport’s growing international audience.
The Ministry of Sport noted that this strategic alliance aims to unite the excitement of F1 racing with PepsiCo’s wide-ranging brands, creating immersive experiences for fans both at live events and through digital platforms.
Long-Term Commitment Until 2030
Adgully.com confirmed that the partnership is intended to run until 2030, underscoring a long-term commitment by both PepsiCo and Formula 1. This extended duration offers both organizations ample opportunity to co-develop marketing campaigns and sustainability initiatives, further expanding the global footprint of their brands.
Expanding Sports Marketing Influence
The Formula 1-PepsiCo partnership marks another major step in the beverage leader’s ongoing expansion within professional sports. Already a key sponsor in football, basketball, and cricket, PepsiCo’s entry into Formula 1 comes at a time when the sport is experiencing heightened global interest and record audience growth.
Formula 1 officials expressed confidence in the value of the new partnership, suggesting that PepsiCo’s involvement will play a role in innovating fan experiences and attracting new audiences. The alignment of PepsiCo’s renowned brands with Formula 1’s dynamic global platform is expected to drive growth and innovation for both parties.
Summary
PepsiCo’s new role as a worldwide official partner of Formula 1 represents a significant addition to its global sports marketing portfolio. Running until 2030, the partnership promises to amplify fan engagement, boost brand presence at events, and foster collaboration between two leading organizations in their respective fields. Further details about joint initiatives and activations are expected to be announced in the coming months.
*For more information, visit the official announcements from [PR Newswire](https://news.google.com/rss/articles/CBMiuwFBVV95cUxNaS01dkVZVnJhTTJCdUdlaTZFbm9Wb3pubXBFSEFXYjI4LVhNWE12SlFtYW9mb3p2bkNkZzN6TW0yaUVEMm84TWppUFpiMXQ0eHhJc09qRFZQTndIeFFEanNpdV90RTJQSWdyS25kREl0OVZWU256Ukh3XzcxLUNvYldtNzVTQmg0cUdyVTRWbzBHazJFWDRPZzFaeGNiZXNrb09PVzdSLTFHM1NOV0JfVklVandiN3NGSFEw?oc=5), [Formula 1](https://news.google.com/rss/articles/CBMitwFBVV95cUxNNGtsSkJNOGRtTFA4Z201aW80V3FOZDA3T3hJRjdwR09WNl9uWlRVbHhneVBSYlhQdWJVX0IyUTFXNTQ3SWd3WnpSMjduTklTUTFyX3lyZ2J0X29PNlBYd1hBdHpTWmJMLVI4dWFwdlhlR3huNk9iZXpZdm9UQV96Q0pGWENDX09DZDFQbzZsUXgwT05tUFBPdjFqbW5uTXN6N0NNOURiNnE2UE9wMkVMam1BTmJlWHc?oc=5), and other sources.*
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