PepsiCo has officially announced a global multi-year partnership between Sting Energy and Formula 1, naming the popular energy drink as the sport’s Official Energy Drink Partner. The announcement follows a creative and culturally resonant campaign that began with a surprising discovery by world-renowned DJ and producer Armin van Buuren.
The partnership marks Sting Energy’s entry into Formula 1 through a unique, sound-driven narrative that captured the attention of fans and celebrities alike. Without a traditional reveal, the collaboration began to take shape after van Buuren shared a video on May 23 highlighting a curious sonic parallel: the roar of an F1 engine carrying a frequency that sounded remarkably like the word “Sting.” While isolating audio layers in his studio, the DJ noticed a tonal similarity to the builds used in his own music — sparking a viral conversation online.
Formula 1 legend Jenson Button and 2025 Formula 2 Monaco Grand Prix winner Kush Maini later joined the dialogue, adding their voices to the growing excitement. Both expressed fascination with the connection between the F1 engine note and Sting Energy’s identity, validating what many initially dismissed as coincidence.
“What began as an organic moment quickly evolved into a powerful brand story,” said Vandita Pandey, Vice President of Marketing, International Beverages, Energy, PepsiCo. “This wasn’t about a conventional product launch; it was about tuning in to fan culture and amplifying what was already being felt. Sting Energy didn’t just partner with Formula 1—it emerged from it, revealing itself through the thrill of sound and speed.”
Jonny Haworth, Director of Commercial Partnerships at Formula 1, welcomed the collaboration. “Formula 1 is a multi-sensory sport. The sights, sounds, and energy are part of what makes every race unforgettable. This partnership with Sting Energy celebrates that unique intensity. It’s a fresh way of engaging fans by connecting cultural moments with the visceral emotion of racing.”
Armin van Buuren shared his inspiration behind the viral moment: “As a longtime Formula 1 fan, I was revisiting engine sounds when one stood out — it almost sounded like ‘Sting.’ At first, I thought it was just coincidence, but the more I listened, the more it became musical. It reminded me that inspiration can come from the most unexpected places—even the track.”
Jenson Button added, “After spending decades in the sport, I thought I’d heard it all. But when Armin played that clip, I was genuinely taken aback. It was clear—’Sting.’ Once you hear it, it’s impossible to unhear. It’s a clever, almost poetic way to introduce a brand into the world of Formula 1.”
The campaign culminated during the 2025 Monaco Grand Prix, where fans and influencers recorded live footage, reacting in real time to Sting Energy’s now-signature sonic cue embedded in the race’s high-octane soundtrack.
Looking ahead, the partnership promises more than just branding. Sting Energy will fuel fan engagement across 21 races with immersive activations, co-branded products, limited-edition packaging, and digital storytelling designed to elevate the fan experience on and off the track.
This groundbreaking collaboration positions Sting Energy not just as a new sponsor, but as a brand that organically aligns with the spirit, sound, and spectacle of Formula 1.
