In a bold and creative move, Sting Energy has officially joined Formula 1 as its Official Energy Drink Partner, creating a one-of-a-kind global campaign driven by fan engagement and sonic inspiration.
From Engine Sound to Global Deal
The journey began on May 23, 2025, when world-famous DJ Armin van Buuren posted a viral video comparing the sound of an F1 engine to the word “Sting.” What began as a fun audio moment quickly took off online, captivating F1 fans and sparking conversations across social media.
This unexpected connection caught the attention of both Sting Energy and Formula 1, eventually leading to a full-blown collaboration that will span 21 Grand Prix races worldwide.
A Unique “Sonic Alignment”
According to Vandita Pandey, VP Marketing at PepsiCo, the campaign was not manufactured but discovered.
“This wasn’t just about launching a campaign. It was about discovering what fans already felt,” she said, calling it a “sonic alignment” of sound, speed, and culture.
Formula 1’s Commercial Partnerships Director Jonny Haworth added:
“This partnership celebrates emotion, energy, and the power of sound. It’s more than just a logo or deal — it’s an experience.”
Sting Energy to Power Fan Experiences
As part of the deal, Sting Energy will roll out co-branded products, immersive fan activations, and digital content to create new ways for fans to connect with the sport. The campaign promises to enhance the F1 fan experience both on and off the track.
Fans can expect a mix of speed, sound, and style as Sting Energy boosts its global presence alongside one of the world’s most watched motorsports.