PepsiCo Signs Multi-Year $1B Sponsorship Deal with F1 Academy
PEP•PepsiCo has struck a multi-year $1 billion sponsorship deal with Formula One’s F1 Academy, led by Managing Director Susie Wolff to promote women’s motorsports. The agreement includes co-marketing initiatives overseen by PepsiCo CMO Jane Wakely to boost brand visibility at major races and fund female athlete development.
1. Partnership Details
PepsiCo and Formula One’s F1 Academy have finalized a multi-year, $1 billion sponsorship agreement designed to elevate women’s motorsports. The deal positions PepsiCo as a premier partner for F1 Academy, with both organizations collaborating on events and branding opportunities across the racing calendar.
2. Marketing and Activation
Under the partnership, PepsiCo CMO Jane Wakely will lead co-marketing campaigns that integrate PepsiCo products and branding into race-day activations, hospitality suites, and digital content. F1 Academy Managing Director Susie Wolff will spearhead initiatives to showcase emerging female drivers and create athlete-focused storytelling.
3. Strategic and Social Impact
This investment aims to expand PepsiCo’s global brand visibility among diverse audiences while supporting the growth of women’s sports. The deal also reinforces PepsiCo’s commitment to diversity and inclusion by funding development programs that give young female racers a clear pathway to top-tier competitions.
