Gatorade F1 Sprint Race Sponsorship | Formula 1 News
- Gatorade, the popular sports drink, will become the official partner of Formula 1's sprint races as part of a new five-year agreement between F1 and PepsiCo.
- Formula 1 introduced the sprint race format in 2021,replacing two practice sessions with a sprint qualifying and sprint race.
- Stefano Domenicali, Formula 1 boss, said the Gatorade deal highlights the strength of the sprint format as its own entity.
Gatorade is now the official sponsor of Formula 1 sprint races in a major deal with PepsiCo, starting with the Belgian Grand prix in July! This exciting partnership brings the iconic sports drink to the forefront of the high-octane world of Formula 1, enhancing the fan experience during sprint race weekends. The move underscores the rising popularity of F1’s sprint format, which has already seen a surge in viewership. Moreover, this five-year agreement, launching in 2026, will also feature Sting and Doritos. For die-hard racing fans, News Directory 3 has you covered with all the details. Discover what’s next for this dynamic pairing!
Gatorade to Sponsor F1 Sprint Races in New PepsiCo partnership
Updated May 27, 2025
Gatorade, the popular sports drink, will become the official partner of Formula 1’s sprint races as part of a new five-year agreement between F1 and PepsiCo. The PepsiCo partnership is set to begin formally in 2026, but elements of the deal, specifically the Gatorade sponsorship, will be visible as early as July at the Belgian Grand Prix.
Formula 1 introduced the sprint race format in 2021,replacing two practice sessions with a sprint qualifying and sprint race. The sprint races have gained popularity with fans and promoters, with F1 reporting a 10% increase in viewership during sprint weekends. Due to this popularity, the number of sprint races was increased to six last season.
Stefano Domenicali, Formula 1 boss, said the Gatorade deal highlights the strength of the sprint format as its own entity. The partnership aims to enhance the fan experience and maintain the focus on racing.
We thought it was the right association — the sprint has been one of the activities for new fans that have been popular, giving them every day something on track that has some relevance to the result.
stefano Domenicali, Formula 1 boss
Domenicali added that the goal is to respect avid fans and keep the on-track product central. He noted the action on the track has never been so tight, and the objective is not to dilute the value of the sport.
I think this makes the sprint even more relevant for fans, on the sport side, as we get another boost for it on the commercial side, but the focus has never stopped being on the racing side itself.
Stefano Domenicali, Formula 1 boss
Gatorade, known for its strong association with american sports, was originally created for University of Florida athletes. It is also the official sports drink of the NFL, MLB, and NBA. The “Gatorade shower” has become an iconic tradition in NFL championship celebrations.
As part of the deal this year, the Gatorade brand will be featured at the U.S. grand Prix in Austin, one of the two U.S. races hosting the sprint. The Miami Grand Prix also featured the revised event in May.
The broader Pepsi deal includes Sting as the official energy drink and Doritos as the official savory snack partner, both starting in 2026. This complete partnership aims to enhance the Formula 1 experience for fans worldwide, offering a range of refreshments and snacks alongside the thrilling action on the track. The Formula 1 sprint races are set to become even more exciting with the support of these major brands.
What’s next
The Gatorade sponsorship of F1 sprint races will officially commence at the Belgian Grand Prix in July, marking the beginning of this exciting partnership.Fans can anticipate seeing Gatorade branding and activations at sprint race events, enhancing the overall experience.