The biggest Formula 1 deal of the week past has to be the arrival of PepsiCo entering "a landmark multi-year partnership extending through 2030" which means the fizzy drink and all it's offspring will be invading the paddock.
Formula 1 continues to evolve beyond the racetrack with a series of bold commercial and creative ventures. PepsiCo has signed on as an official partner until 2030, bringing Sting, Gatorade, and Doritos into the F1 ecosystem to boost global fan engagement.
At the Spanish Grand Prix, KICK Sauber will unveil its eye-catching “Glitched Out” digital livery. Funko has launched a Pop! Rides collectable honouring Ayrton Senna in his iconic McLaren MP4/4. At Silverstone, Escapade is redefining luxury motorsport hospitality with immersive, trackside residences.
Meanwhile, Formula 1 has released a limited APXGP-branded apparel line to promote the , hitting cinemas in June.
Finally, Aston Martin Aramco has partnered with smartphone brand realme to launch the high-performance GT 7 Dream Edition, marking the first in a series of co-branded tech products aimed at younger motorsport fans.
PepsiCo named Official Partner of Formula 1 until 2030
Formula 1 and PepsiCo have announced a landmark multi-year partnership extending through 2030. This wide-ranging deal sees PepsiCo integrate several of its major brands into the sport, including Sting Energy (now F1’s official energy drink), Gatorade (official partner of F1 Sprint), and Doritos (official savoury snack).
With F1’s global audience exceeding 820 million and PepsiCo present in over 200 markets, the collaboration aims to drive cross-platform fan engagement with immersive promotions, content, and co-branded product offerings.
PepsiCo will supply drinks and snacks at all Grands Prix from 2026 and support the F1 Academy. F1 President Stefano Domenicali called it a celebration of tradition and innovation, while PepsiCo International Beverages CEO Eugene Willemsen described the deal as a perfect alignment of two global powerhouses, helping accelerate the reach of brands like Sting. Fan experiences will expand beyond trackside, using retail and digital activations to bring Formula 1 into everyday consumer life.
FIA leaders inspire at 2025 DirtFish Women in Motorsport Summit
The FIA showcased its commitment to diversity and inclusion at the 2025 DirtFish Women in Motorsport Summit in Seattle, where four of its leading women urged aspiring professionals to pursue careers in motor sport. Road Sport Director Emilia Abel, Rally Category Manager Marina Duñach, WRC Commission President Pernilla Solberg, and UAOA Programme Lead Erin Bourke addressed 350 attendees and nearly 400,000 online viewers.
Drawing from personal experience, Emilia and Marina highlighted the value of volunteering as a pathway into the sport, while Pernilla celebrated emerging talent in the FIA’s Rally Star Programme. Erin discussed the FIA’s United Against Online Abuse campaign and the importance of supporting athletes facing hate speech.
The event, now in its third year of FIA participation, featured voices from across the industry including Claire Williams and Lia Block. FIA leaders reaffirmed their mission to create meaningful opportunities for women at all levels of motor sport.
KICK Sauber F1 Team unveils digital 'Glitched Out' livery for Barcelona
The KICK Sauber F1 Team will debut a striking one-off livery, titled “Glitched Out,” at the 2025 Spanish Grand Prix. The new design, created in collaboration with title partner KICK, features a pixelated cascade of green and black that appears to digitally load onto the C45 car.
Rooted in KICK’s digital aesthetic, the visual treatment extends across the team environment, including race suits, pit wall branding, and even a reveal animation that constructs the car digitally on a model of the Barcelona track. Drivers Nico Hülkenberg and Gabriel Bortoleto will showcase the livery, which aims to fuse motorsport with digital culture and gaming influences. CCO Stefano Battiston described the concept as a statement of disruption and innovation, tapping into new cultural intersections for the sport.
This is KICK Sauber’s second special livery activation in 2025, following their art-inspired Miami edition, reaffirming their commitment to boundary-pushing design and fan engagement.
Funko launches Ayrton Senna McLaren Pop! Rides collectible
Funko has unveiled a new addition to its Pop! Rides Super Deluxe series: Ayrton Senna in his iconic McLaren MP4/4. The collectible vinyl figure pays tribute to one of Formula 1’s greatest legends and blends motorsport heritage with Funko’s unique pop culture style. Available for pre-sale, the figure targets motorsport enthusiasts and collectors, expanding Funko’s reach into the racing world.
Lucy Salisbury, Funko EMEA’s Director of Licensing, said the release honours racing fandom and celebrates the passion that surrounds drivers like Senna. Bianca Senna, Ayrton’s niece and CEO of Senna Brands, highlighted how the figure helps preserve and reinterpret the legacy of the three-time World Champion.
The product forms part of a broader mission to connect new generations to Senna’s story and values—courage, determination, and the relentless pursuit of excellence. The Senna Pop! embodies both nostalgia and modern fandom in a single high-impact piece of memorabilia.
Escapade Silverstone redefines motorsport hospitality with luxury trackside residences
Escapade Silverstone has launched a revolutionary year-round hospitality concept at the heart of British motorsport. Located trackside at the iconic Silverstone Circuit, the facility offers 60 private residences with 184 ensuite rooms, customisable layouts, and high-end amenities. Guests can dine at The Gallery restaurant overlooking the track, relax at the rooftop Veuve Clicquot Deck, and enjoy curated art exhibits from racing legends like Stefan Johansson.
Escapade blends luxury living with motorsport lifestyle, including on-site wellness treatments by Formula Health and elite-level gym facilities designed by F1 osteopath Gemma Fisher. Each residence features EV charging, bespoke interiors, and a view of the action—ideal for race teams, families, or corporate retreats. General Manager John Higham describes it as a “game-changer” in experiential hospitality, offering everything from premium dining to world-class art and fitness in one immersive setting.
Celebrating Silverstone’s 75th Grand Prix anniversary, Escapade is pitched as the ultimate racing enthusiast destination.
Formula 1 launches APXGP-themed merchandise ahead of ‘F1: The Movie’ release
Ahead of the global premiere of F1: The Movie, Formula 1 has released a limited-edition merchandise line inspired by the fictional APXGP team featured in the blockbuster film. Starring Brad Pitt as veteran driver Sonny Hayes and directed by Top Gun: Maverick’s
The apparel line includes hoodies, graphic tees, and hats featuring black and gold APXGP branding, blending streetwear with cinematic flair. With retail prices ranging from $55 to $125, the collection is now available via the official F1 Store. Shot at actual Grands Prix, the film portrays Hayes returning to racing alongside rookie Joshua Pearce (Damson Idris) in a comeback story set in the high-pressure world of Formula 1.
Co-produced by Lewis Hamilton and featuring music by Hans Zimmer, the film and its merchandise mark a bold step into the entertainment space for F1, merging motorsport with Hollywood storytelling.
Aston Martin Aramco and realme launch co-branded smartphone partnership
Aston Martin Aramco Formula 1 Team has entered a multi-year licensing partnership with realme, a global smartphone manufacturer, to launch the first co-branded device: the realme GT 7 Dream Edition.
This flagship model blends realme’s high-performance mobile tech with Aston Martin’s racing-inspired design, featuring the team’s official logo. The collaboration reflects both brands’ shared values of innovation and bold style, especially targeting younger consumers.
The GT 7 Dream Edition is the first in a planned series of two phones released annually under this strategic alliance. Aston Martin Aramco’s licensing head, Matt Chapman, welcomed the partnership, emphasising its blend of cutting-edge performance and sleek branding.
realme CEO Sky Li described the tie-up as a milestone that aligns with their goal to push boundaries in tech and design. With over 200 million users worldwide, realme sees this alliance as an opportunity to reinforce its premium credentials within a motorsport-inspired lifestyle context.
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