Sting Energy® Named Official Energy Drink Partner of Formula 1®

PepsiCo’s Sting Energy® has officially taken the fast lane, becoming the Official Energy Drink of Formula 1®.

This bold, multi-year global partnership was born not from a traditional sponsorship deal—but from a viral moment that began with sound.

The Unexpected Sonic Discovery That Sparked a Global Buzz

On May 23, 2025, world-famous DJ and music producer Armin van Buuren made a striking discovery while working in his studio. While isolating the audio from a Formula 1 race, he heard something uncanny: a “Sting”-like sound embedded in the engine roar.

“I was listening to old F1 recordings when one frequency caught my ear,” said Armin. “It almost sounded like someone whispering ‘Sting.’ I thought it was just a coincidence, but it kept getting more melodic. It was surreal.”

The video he posted online triggered a wave of intrigue among fans, musicians, creators, and even racing legends.

Racing Icons Confirm the “Sound of Sting”

Joining the sonic celebration were Jenson Button, 2009 Formula 1 World Champion, and Kush Maini, 2025 F2 Monaco Grand Prix winner. Both drivers backed the phenomenon, with Button saying:

“Once Armin pointed it out, I played it back and there it was. ‘Sting.’ Clear as day. It’s brilliant, how something so familiar could be hiding in plain sight.”

The moment evolved from a social media buzz to a cultural revelation, as fans at the Monaco Grand Prix began recording and reacting to the mysterious yet recognizable sound in real time.

PepsiCo Turns Fan Discovery Into a Global Movement

PepsiCo’s Vice President of Marketing for International Beverages, Energy, Vandita Pandey, emphasized the authenticity of the partnership:

“This wasn’t just a brand campaign, it was about listening to fans. Sting Energy didn’t just enter Formula 1; it was always part of the sound, the thrill, and now, the culture.”

The unique audio-driven reveal aligns with Formula 1’s dynamic spirit. Jonny Haworth, Director of Commercial Partnerships at Formula 1, added:

“F1 has always been more than speed. It’s emotion, sound, and sensory immersion. This partnership with Sting Energy is a fresh reminder of how sport and culture collide.”

What’s Next: 21 Races, Limitless Energy

As part of the official partnership, Sting Energy will bring fans closer to the adrenaline of racing through:

Immersive trackside experiences
Co-branded F1 products
On-pack promotions
Social and digital storytelling across global platforms

This isn’t just another sponsorship, it’s sonic branding at its boldest. Sting Energy has not only joined the grid; it’s amplified the sound of the sport itself.

Sting Energy Is Here to Supercharge Formula 1

From a viral soundbite to a global partnership, Sting Energy® and Formula 1® have created a new way to experience the race, from the inside out. With electrifying innovation and unexpected creativity, the sound of speed has never been so sharp, so energetic, and so unmistakably Sting.