Long-time Formula 1 fans will remember the iconic Jordan 191 car, adorned in bright green and blue colors with 7Up logos, creating a lasting memory in motorsport history.
Although the partnership with PepsiCo ended after a year due to focusing their marketing budget on Michael Jackson’s world tour, 7Up briefly made a return in 2002 as the ‘official soft drinks partner’ of the Williams team without car branding.
PepsiCo has now established a multi-year agreement with Formula 1, introducing Gatorade as the official partner of sprint races and Sting Energy as the official energy drink, expanding their presence in the sport.
Alongside serving fans in grandstands with concessions and F1 Fan Zone activities, PepsiCo plans to promote their partnerships through on-pack promotions and digital experiences, enhancing fan engagement worldwide.
CEO of international beverages at PepsiCo, Eugene Willemsen, expressed enthusiasm for the partnership, aiming to create extraordinary fan experiences and accelerate their brands, particularly Sting Energy, on a global scale in alignment with Formula 1’s growth trajectory and audience expansion efforts.
