PepsiCo has announced a landmark multi-year global partnership between its high-voltage energy drink, Sting Energy, and Formula 1, naming Sting as the Official Energy Drink Partner of the sport.
The collaboration has already made waves in the world of motorsport, not through a traditional sponsorship rollout, but through a viral and sound-driven moment that captured global attention even before the official reveal.
The partnership’s unique unveiling began on 23 May 2025, when world-renowned DJ and producer Armin van Buuren posted a video that sent Formula 1 fans and music lovers alike into a frenzy. While isolating audio from a race recording, Armin noticed an uncanny resemblance between the frequency of an F1 engine and the sound “Stinggg” – a moment that seemed almost too perfect to be real.
“As a longtime F1 fan, I was revisiting some engine sounds in the studio when one frequency stood out, it almost sounded like ‘Sting.’ At first, I thought it was a coincidence, but the more I listened, the more melodic it became. It’s a great reminder that inspiration can come from the most unexpected places – even a car racing down the track,” Armin said.
The unexpected sonic discovery quickly spread across social media, sparking conversations among fans, creators, and motorsport personalities. Formula 1 legend Jenson Button and 2025 Formula 2 Monaco Grand Prix winner Kush Maini were quick to join in, adding their voices to the rising buzz.
Button reflected, “I’ve spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I’d experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and… There it was. ‘Sting.’ Clear as day. It’s strange, but also kind of brilliant – how something so familiar can hide in plain sight for so long. Once you hear it, you can’t ignore it.”
This moment of sonic recognition became more than a coincidence — it was the start of a story that fans believed had always been there, just waiting to be uncovered. As the Monaco Grand Prix unfolded, influencers and fans alike captured race sounds in real time, amazed by the unmistakable Sting Energy “signature” embedded within the high-octane roar of Formula 1.
Vandita Pandey, Vice President Marketing at PepsiCo, International Beverages, Energy, said the partnership represents something far deeper than typical sponsorship. “Sometimes the most powerful brand moments aren’t manufactured – they’re discovered. This wasn’t just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it’s sonic alignment. Sting Energy didn’t just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.”
Jonny Haworth, Director of Commercial Partnerships, Formula 1, echoed the sentiment, stating, “Formula 1 has always been about more than just speed – it’s about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It’s a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.”
With Sting Energy now on board, fans can expect its presence across all 21 races this season, including immersive trackside activations, co-branded product launches, on-pack promotions, and a strong digital storytelling push.
