PepsiCo is making a dramatic return to Formula 1 team sponsorship in 2026 for the first time in 34 years. The drinks and snacks giant has signed a major multi-brand deal with Mercedes that will see Gatorade, Sting, and Doritos plastered across the Silver Arrows’ cars, driver suits, and team kit. The partnership marks a huge step up from PepsiCo’s current role as an official global F1 partner (announced earlier this year) and revives memories of its iconic 7UP-backed Jordan 191 era in 1991.
The Mercedes tie-up goes far beyond simple logo placement. Gatorade’s world-famous Sports Science Institute will work directly with the team’s performance staff to develop hydration and recovery solutions tailored to the brutal demands of modern F1 racing. Mercedes boss Toto Wolff hailed the alliance as a perfect match, saying PepsiCo shares the squad’s obsession with “ultimate performance through innovation and excellence.” For the drivers, that could mean custom electrolyte formulas designed for triple-headers or the new 2026 power units.
This is PepsiCo’s biggest team-level commitment since the neon-green Jordan 191 became one of the most beloved liveries in F1 history. Back then, 7UP’s title sponsorship lasted just one season, but it left an indelible mark. A smaller soft-drink deal with Williams in 2002 never saw branding on the car. Now, with PepsiCo reporting nearly $92 billion in revenue last year, the company is back in a big way—exactly where it belongs, according to Eugene Willemsen, CEO of International Beverages: “We’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1.”
Exact branding details are still being finalised—expect Gatorade logos on water bottles and recovery zones, Doritos splashes on the halo or sidepods, and Sting energy drink decals in high-visibility areas. The partnership will also roll out fan activations worldwide, from trackside sampling to digital campaigns. With the sport exploding in the United States and new races popping up globally, PepsiCo sees Mercedes as the perfect platform to reach younger audiences who grew up on Gatorade and Doritos.
The deal is another sign of F1’s skyrocketing commercial appeal heading into the massive 2026 regulation reset. Mercedes, fresh off a constructors’ title in 2025, continues to attract blue-chip partners despite a winless driver lineup this year. For fans, it means the iconic silver livery will soon carry a splash of electric blue, orange, and green—echoes of Jordan 191, but with the full might of a modern corporate giant behind it. Welcome back, PepsiCo. F1 just got a little more colourful.
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