Gatorade to Sponsor Formula 1 Sprint Races Starting July
American sports drink giant Gatorade has announced it will sponsor Formula 1’s sprint races from July as part of a landmark partnership with Pepsi Co. The five-year official collaboration, which will elevate Gatorade’s branding across F1, is set to formally commence in 2026, though elements of the agreement will take effect immediately.
Gatorade’s Sprint Race Partnership
Gatorade’s sponsorship will kick off at the upcoming Belgian Grand Prix, marking a significant step in F1’s commitment to enhancing the fan experience. The introduction of sprint races in 2021 added a new dynamic to the weekend schedule, swapping out practice sessions for thrilling sprint qualifying and race formats.
A Growing Fan Base
The popularity of the sprint format has surged, with F1 reporting a 10% increase in viewership compared to non-sprint weekends. Last season, the number of sprint races was expanded to six, reflecting their success and resonance with fans and race promoters alike.
A Vision for the Future
F1 CEO Stefano Domenicali highlighted the importance of this partnership, noting that the sponsorship not only reinforces the sprint’s status but also adds commercial value without compromising the sport’s integrity. "We have shown to the avid fans that we respect and keep at the centre the [on-track] product," he stated. "Our objective has never been to dilute or destroy the value of the real-life sport."
Gatorade: An Icon in Sports
Gatorade, which originated at the University of Florida for student athletes, has long been synonymous with sports in the U.S. The brand is already the official drink of the NFL, MLB, and NBA, and its iconic Gatorade shower has become a staple in championship celebrations.
Upcoming Events and Broader Partnership
As the Gatorade partnership unfolds, its branding will also be featured at the U.S. Grand Prix in Austin, one of two American races to host a sprint. The partnership with Pepsi will include additional dimensions, with energy drink brand Sting and snack giant Doritos joining the F1 family in 2026.
Emphasising both competitive spirit and fan engagement, the Gatorade partnership stands to enhance the overall F1 experience, making sprint races an even more integral part of the motorsport calendar.