Bringing Bold Flavour to the Fast Lane
Doritos® joins the Mercedes-AMG PETRONAS F1 Team to elevate the fan experience with a shared belief in boldness — on the track, in culture, and in every bite. As the world’s boldest snack brand, Doritos will ignite race weekends with high-impact, flavour-forward experiences inspired by the intensity and precision of F1.
Through global activation rights, Doritos will bring its signature edge to fans everywhere, capturing the speed, tension, and excitement of Grand Prix weekends and bringing the thrill of the track into the snacking world. Together, Doritos and Mercedes-AMG PETRONAS F1 Team will provide the global F1 community with an unmistakable combination of flavour and adrenaline.
“This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team”, said Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo. “Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared commitment to performance, innovation, and excellence – values that define both our organizations.”
Toto Wolff, Team Principal & Chief Executive Officer, Mercedes-AMG PETRONAS F1 Team, said: “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”
Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, said: “We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”
