In a move that further embeds PepsiCo into the global motorsport ecosystem, Gatorade will officially become a performance and hydration partner of the F1 Academy starting from the 2026 season.
This landmark partnership builds upon PepsiCo’s existing global deal with Formula One, under which Gatorade already sponsors sprint races. Now, the iconic sports drink will bring its performance-led expertise to one of the fastest-growing properties in motorsport: F1 Academy.
Partnership Highlights:
- Full-Grid Hydration: Gatorade will provide tailored hydration solutions for the entire F1 Academy field.
- Athlete-Centric Approach: Drivers will benefit from the research and support of the Gatorade Sports Science Institute, a leader in sports performance.
- Branded Presence: One full-time entry will carry a bespoke Gatorade livery and racesuit, reinforcing visual brand equity.
- Debut Activation: The partnership kicks off symbolically this weekend in Canada, with Gatorade sponsoring Mathilda Paatz’s wild card entry.
Beyond Logos: A Purpose-Led Sponsorship
According to F1 Academy Managing Director Susie Wolff, Gatorade’s entry isn’t just another patch on a race suit.
“This isn’t a surface-level sponsorship… it’s a deeply hands-on partnership bringing world-class hydration science and performance expertise directly to our paddock.”
This approach positions Gatorade as not just a sponsor—but a performance partner investing in the long-term development of young female drivers. The science, knowledge, and visibility provided will serve them well beyond race weekends.
This Is a Case Study in Strategic Sponsorship
This Gatorade x F1 Academy partnership reflects three key trends in modern sponsorship:
- From Visibility to Value: Modern sports partnerships are moving from exposure-based deals to value-creation ecosystems—delivering tools, expertise, and long-term benefits to athletes.
- Property Development Through Brand Alignment: F1 Academy, a relatively new property, leverages established brands like PepsiCo to enhance credibility, infrastructure, and appeal.
- Purpose-Driven Sponsorships Drive ROI: Gatorade is positioning itself at the intersection of performance, gender equity, and youth development—an increasingly attractive combination for consumers and stakeholders.
For emerging sports properties and challenger brands alike, this is a blueprint for high-impact, mutually beneficial partnerships.
At 365247 Consultancy, we work with sports properties, rights holders, and global brands to create sponsorship models that go beyond the jersey.
Whether you’re looking to:
- Launch into women’s sport
- Convert science into story
- Embed your product into athlete performance
- Or reimagine what your brand looks like on the global stage
Book your introductory call here. We help brands become part of the ecosystem—not just the broadcast.
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IMAGE: F1
