Formula 1’s Upcoming Brand Partnerships for 2026 and Beyond

Formula 1’s commercial engine is shifting into top gear as a wave of high-profile partnerships reshapes the grid’s off-track future. PepsiCo has signed a massive multi-brand deal running through 2030, bringing Gatorade, Doritos, and Sting Energy into the F1 ecosystem as official beverage and snack partners. The collaboration goes beyond logos, promising fan activations, hydration programs, and on-site experiences across global races. Meanwhile, American Express has expanded its role from regional sponsor to Global Partner, offering cardholders exclusive race-weekend access and hospitality perks — a move that aligns F1 with the luxury and lifestyle sectors it increasingly courts. Tech giant Lenovo also deepens its involvement, integrating its hardware and Motorola smartphones into broadcast and data operations, reinforcing the sport’s high-tech reputation.

The partnership wave doesn’t stop there. Adidas is set to replace Puma as Mercedes’ official kit supplier, Tag Heuer takes over from Rolex as F1’s official timekeeper, and even the Cadillac F1 Team has secured a multi-year collaboration with Jim Beam, blending motorsport heritage with American branding power. Add in F1 Academy’s new deal with Gatorade to support women in racing, and the message is clear: F1 is no longer just a racing series — it’s a global entertainment and lifestyle platform. As fan bases diversify and audiences expand across the U.S., Asia, and the Middle East, these partnerships illustrate how Formula 1 continues to fuse speed, innovation, and global culture into one high-octane brand.