Mumbai: Sting Energy®, PepsiCo’s electrifying energy drink, has officially entered the high-octane world of Formula 1® as its Official Energy Drink Partner, redefining how brands connect with fans through sound, sensation, and speed. The groundbreaking partnership took shape not with a traditional campaign, but through a viral sonic discovery that resonated across racetracks, social feeds, and headphones worldwide.
What began as a curious studio moment turned cultural spark on May 23, 2025, when world-renowned DJ and producer Armin van Buuren posted a video on Instagram unveiling a surprising discovery: a distinct “Stinggg” sound echoing within the roaring symphony of an F1 engine. Isolating frequencies from a race clip, Armin unearthed an uncanny resemblance between the pitch of the engine and the sonic build-ups in his music. The unexpected harmony struck a chord with fans, creators, and racing legends alike.
“As a longtime F1 fan, I was revisiting some engine sounds in the studio when one frequency stood out, it almost sounded like ‘Sting.’ At first, I thought it was a coincidence, but the more I listened, the more melodic it became. It’s a great reminder that inspiration can come from the most unexpected places – even a car racing down the track,” said Armin van Buuren.
The post went viral, prompting reactions from F1 personalities and fans who began to hear it for themselves. Among them were 2009 Formula 1 World Champion Jenson Button and 2025 F2 Monaco Grand Prix winner Kush Maini, who echoed their surprise and excitement at the sonic revelation.
“I’ve spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I’d experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and… There it was. ‘Sting.’ Clear as day. It’s strange, but also kind of brilliant – how something so familiar can hide in plain sight for so long. Once you hear it, you can’t ignore it,” said Jenson Button.
This auditory phenomenon, initially dismissed as coincidence, quickly transformed into a global brand moment. Without a single ad, fans began sharing videos from the Monaco Grand Prix, recording the races and reacting in real-time as Sting Energy’s sonic identity revealed itself in the thunder of the track.
Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, shared the brand’s unique approach to the partnership, “Sometimes the most powerful brand moments aren’t manufactured – they’re discovered. This wasn’t just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it’s sonic alignment. Sting Energy didn’t just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.”
Jonny Haworth, Director of Commercial Partnerships at Formula 1, added, “Formula 1 has always been about more than just speed – it’s about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It’s a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.”
PepsiCo has now announced a multi-year global partnership, establishing Sting Energy as the Official Energy Drink of Formula 1®. Unlike traditional sponsorships, Sting Energy embraced its audio-first identity, elevating the partnership with immersive brand activations, co-branded products, on-pack promotions, and digital storytelling across all 21 F1 races in the calendar.
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