Mercedes ditch Monster Energy for 2026 PepsiCo partnership

The multi-year agreement expands on PepsiCo’s recent presence in the sport and marks the first time the trio of brands will collaborate with a Formula 1 team. Mercedes described the partnership as a strategic alignment with Formula 1’s rapid global growth and rising fan engagement, with the three brands set to integrate across the team’s performance, fan activation, and commercial programmes from next year.

A major element of the partnership is the introduction of Gatorade’s Sports Science Institute expertise into Mercedes’ performance structure. Gatorade will support the team with a customised hydration programme tailored to drivers and crew, addressing the extreme physical demands of modern Formula 1 racing.

With drivers reported to lose up to 4 kilograms of body weight through sweat in one race, Mercedes will use Gatorade’s data driven hydration systems to manage performance across sessions. The team believes the programme can provide a measurable edge in a sport defined by millisecond gains.

This deal will replace Coca-Cola-affiliated Monster Energy who sponsored Mercedes since 2010.

Mercedes confirmed that both George Russell and Kimi Antonelli will play visible roles in the partnership through promotional appearances, digital presence, and fan engagement initiatives.

Russell brings proven star power and a strong connection to global fans, while Antonelli represents the next generation as he prepares for his rookie campaign with the team.

Both drivers will feature heavily across Gatorade, Sting, and Doritos campaigns, including behind-the-scenes content and trackside fan experiences scheduled for 2026.

PepsiCo’s energy drink Sting will use Formula 1 as a platform to expand its footprint across key growth territories, including India, Pakistan, Vietnam, and Egypt. Mercedes noted that Sting’s rising popularity in these markets mirrors both the sport’s and the team’s expansion into new regions.

The brand aims to leverage its high-energy identity to connect more directly with younger fans, positioning itself as a fast-moving entry point into the sport.

Doritos joins the partnership with an emphasis on high-impact fan experiences inspired by the intensity of Formula 1. Mercedes confirmed that Doritos will develop trackside activations and global campaigns built around the sport’s speed, tension, and competitive drama.

The team expects Doritos to play a major role in broadening its cultural reach, with the brand set to link race weekend excitement directly to its consumer audience.

Eugene Willemsen, Chief Executive Officer for International Beverages at PepsiCo, highlighted the scope of the new alliance in a statement released with the announcement. Willemsen said the partnership connects three leading brands with what he described as the world’s most successful Formula 1 team, adding that the collaboration places PepsiCo inside the culture of the sport and in direct contact with its global fanbase.

Toto Wolff welcomed PepsiCo into Mercedes’ commercial ecosystem, praising the alignment of performance values and innovation across both organisations. Wolff said the combination of Gatorade’s sports science, Sting’s youthful intensity, and Doritos’ cultural presence creates a partnership that supports on track performance while elevating the fan experience.

Richard Sanders, Chief Commercial Officer for the team, emphasised the practical advantages of the partnership for Mercedes guests and fans, noting that PepsiCo’s experience in major event engagement will enhance the team’s hospitality and outreach programmes.

The announcement arrives as teams prepare for the 2026 regulation reset, where new power unit rules and a shift toward more efficient aerodynamics are expected to reshape the competitive order. For Mercedes, the PepsiCo partnership signals continued commercial strength as the team positions itself for the next era of Formula 1.

No official financial details have been released for the new partnership between Mercedes F1 Team and PepsiCo, and neither party has provided guidance on the value of the agreement. The lack of disclosure has prompted industry observers to benchmark the deal against comparable Formula 1 sponsorships as teams prepare for the 2026 regulation shift.

In Formula 1, sponsorship values depend on team profile, duration, branding presence, and activation scale. Mercedes currently hold one of the most lucrative arrangements in the sport through their long-standing title partnership with Petronas, which is understood to be worth up to $100 million per year. Major partnerships elsewhere on the grid typically sit closer to $6 million annually, reflecting the wide spread between mid-field deals and the sport’s elite teams.

Industry analysts therefore estimate that PepsiCo’s multi brand collaboration with Mercedes may fall within the 20 to 50 million dollar per year range. The figure is based on Mercedes’ premium positioning, the inclusion of three global consumer brands, and comparison with other high profile partners, such as INEOS at approximately 100 million dollars per season. These estimates remain speculative, with no confirmation from either organisation.

Further clarity may emerge as activation plans accelerate into the 2026 season, when the partnership enters the paddock and the commercial footprint becomes fully visible.