PepsiCo joins Formula One as official sponsor in multi-year global sponsorship deal
The multi-year global agreement will see Gatorade and Doritos branding adorn tracks starting later this year.
Gatorade will become Formula One's official sports drink and serve as the presenting sponsor of the F1 Sprint Series. Doritos becomes F1's official savoury snack partner, while Sting Energy will be the official energy drink of Formula One.
ARTICLE CONTINUES BELOW
As an official partner of Formula One, PepsiCo gets rights to TV-visible trackside advertising, Fan Zone activation opportunities at 21 races, tickets and hospitality experiences, and exclusive marketing rights for featured brands.
The sponsorship deal will also extend to F1 Academy, the Formula 4-level racing championship for women.
Formula One boasts a cumulative global audience of 1.6 billion viewers and active fan base of 826 million.
The 24-race 2025 schedule, which kicked off March 16 in Australia, ends Dec. 7 in Abu Dhabi. The Montreal Grand Prix is June 15 at the Circuit Gilles-Villeneuve.
This report by The Canadian Press was first published May 27, 2025.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Global News
2 days ago
- Global News
How Canada-U.S. trade talks could shape the potential recession risk
As the deadline looms for a new trade deal between Canada and the U.S., economists say what the deal contains could determine a key possibility — how bad a potential recession could be. On Monday, Prime Minister Mark Carney said he would only sign a deal that was 'a good deal for Canada' and that 'negotiations are at an intense phase' towards a new trade deal with the U.S. If one isn't reached by Aug. 1, U.S. President Donald Trump has threatened to hit Canada with more tariffs of 35 per cent. At the same time, economists are watching closely for the risk of a recession. 'We are so far sticking to a view that we see a very shallow technical recession in Canada for the second quarter, third quarter. Very mild contraction,' said Sal Guatieri, director and senior economist at BMO Capital Markets. Story continues below advertisement However, that depends on one key caveat. 1:57 'Trump ate von der Leyen for breakfast': EU leaders react to 'unbalanced' trade deal with US 'That assumes we do work out a trade deal with the U.S. and it keeps that average effective tariff rate close to six per cent (and) does not pile on too many new sectoral duties in the months ahead,' he added. Get daily National news Get the day's top news, political, economic, and current affairs headlines, delivered to your inbox once a day. Sign up for daily National newsletter Sign Up By providing your email address, you have read and agree to Global News' Terms and Conditions and Privacy Policy With a six per cent effective tariff rate, Canada's economy could potentially start recovering by the end of the year, Guatieri said. 'It does hurt, but it's manageable and something that Canadian businesses ultimately could adjust to and live with.' The reason the effective tariff rate on Canada is relatively low, at six per cent, is that goods that comply with the Canada-U.S.-Mexico Agreement (CUSMA) were exempt from Trump's broad-based tariffs back in April. Story continues below advertisement Not everyone agrees that a recession is likely, either. 'We don't have a recessionary outlook again for later this year. If CUSMA exemptions do hold, which is what we're expecting right now, we don't expect there will be significant changes to the outlook either,' said Claire Fan, senior economist at RBC. 3:32 'It may seem like it's a long way (off)': Carney says Canada needs 'right' trade deal with U.S. While Canada is expecting a trade deal with some tariffs, Fan said CUSMA exemptions might help Canada avoid a worst-case scenario economic downturn since it puts it ahead of the U.S.'s other major trade partners. 'It reflects a comparative advantage as a key exporter to the United States. It's not so much about the exemptions themselves, but more so what it means for Canadian exporters relative to, let's say, exporters from Europe or from one of the other major U.S. trade partners,' she said. Story continues below advertisement If the status quo holds, Fan expects that the 'bulk of the damage is already done' to Canada's labour market. However, if Trump's tariffs on Canadian steel, aluminum and automobiles continue after Friday, those sectors could see further losses. 'It's a blow for the auto industry (and to) steel and aluminum. There will be some pain there, maybe further layoffs. But for the overall economy and other industries, it is a manageable tariff to absorb, Guatieri said. 4:59 Canada – U.S. trade negotiations ahead of deadline 'We are seeing very pronounced damage in sectors where you would expect damage to be showing up. These are largely very trade-exposed sectors. Manufacturing is one, and a lot of the related sectors, for example, warehousing and transportation,' Fan said. So far, the damage from tariffs has been most heavily localized in southern Ontario and Quebec, Fan said. Story continues below advertisement 'If you were to look at the unemployment rate in southern Ontario, it's approaching 10 to 11 per cent in Windsor and is really elevated in other parts like Peterborough as well. In Toronto, too, which is above where the national average is,' she said. If CUSMA exemptions hold, Guatieri expects much of the country to escape the worst effects of Trump's trade war. 'We think most of the rest of the country is somewhat insulated from this trade war. Unfortunately, Ontario and Quebec are not,' he said.
National Post
3 days ago
- National Post
Three things we learned from Belgian F1 Grand Prix
Spa-Francorchamps, Belgium — Drivers and team bosses are divided on the future for wet-weather Formula One racing following an 80-minute rain delay that preceded Oscar Piastri's victory in Belgium on Sunday. Article content While old school racers including multiple champions Lewis Hamilton and Max Verstappen favoured a prompt start on a tricky circuit, younger drivers and team chiefs preferred to back race director Rui Marques's caution and wait for dry weather. Article content Article content Article content Piastri secured his sixth win of the season, with great aplomb that makes him favourite to beat McLaren team-mate Lando Norris to the drivers' title. Article content The Australian's consistency and mental strength helped him into a 16-point lead after 13 of this year's 24 races, but his drive was overshadowed by post-race arguments about racing in the rain. Article content Ferrari's Hamilton and Red Bull's Verstappen slammed the long delay and choice of rolling start, but others including Mercedes' George Russell and Williams' Carlos Sainz backed the 'safety first' decision at a track with a dark history of fatal accidents. Article content 'We could've gone miles earlier, an hour earlier,' said Verstappen. Article content 'It was a shame. It just ruins a nice classic wet race. Either we push to go for a wet race — or we just stop racing in the wet… and wait for it to be dry. But that's not what you want, right?' Article content Article content Verstappen's car was set up for extreme wet conditions, as forecast, but the decision meant he and others were disadvantaged. He finished fourth. Article content Triumphant McLaren team boss Andrea Stella, celebrating a sixth 1-2 this year, praised the move. Article content 'I think the race was managed in a very wise way by the FIA,' he said. Article content 'We knew there was a lot of rain coming and I think at a circuit like this if you make the calls late, it may be too late — and the outcome could be difficult.' Article content He emphasised the unique risks of the high-speed track through the forested valleys of the Ardennes. Article content 'I understand it would be entertaining, but the average speed is so high at Spa that in wet conditions it's impossible to see.' New Red Bull chief Laurent Mekies, in his first outing after replacing Christian Horner, said: 'I think we were all surprised by how late we started.'
Toronto Sun
3 days ago
- Toronto Sun
Three things we learned from Belgian F1 Grand Prix
Drivers and team bosses are divided on the future for wet-weather Formula One racing following an 80-minute rain delay McLaren's Oscar Piastri looks set for the title this year after a calm and controlled drive to win in Belgium. Photo by SIMON WOHLFAHRT / AFP Spa-Francorchamps, Belgium — Drivers and team bosses are divided on the future for wet-weather Formula One racing following an 80-minute rain delay that preceded Oscar Piastri's victory in Belgium on Sunday. This advertisement has not loaded yet, but your article continues below. THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY Subscribe now to read the latest news in your city and across Canada. Unlimited online access to articles from across Canada with one account. Get exclusive access to the Toronto Sun ePaper, an electronic replica of the print edition that you can share, download and comment on. Enjoy insights and behind-the-scenes analysis from our award-winning journalists. Support local journalists and the next generation of journalists. Daily puzzles including the New York Times Crossword. SUBSCRIBE TO UNLOCK MORE ARTICLES Subscribe now to read the latest news in your city and across Canada. Unlimited online access to articles from across Canada with one account. Get exclusive access to the Toronto Sun ePaper, an electronic replica of the print edition that you can share, download and comment on. Enjoy insights and behind-the-scenes analysis from our award-winning journalists. Support local journalists and the next generation of journalists. Daily puzzles including the New York Times Crossword. REGISTER / SIGN IN TO UNLOCK MORE ARTICLES Create an account or sign in to continue with your reading experience. Access articles from across Canada with one account. Share your thoughts and join the conversation in the comments. Enjoy additional articles per month. Get email updates from your favourite authors. THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK. Create an account or sign in to continue with your reading experience. Access articles from across Canada with one account Share your thoughts and join the conversation in the comments Enjoy additional articles per month Get email updates from your favourite authors Don't have an account? Create Account While old school racers including multiple champions Lewis Hamilton and Max Verstappen favoured a prompt start on a tricky circuit, younger drivers and team chiefs preferred to back race director Rui Marques's caution and wait for dry weather. AFP Sport looks at three things we learned from Sunday's race at the Spa-Francorchamps circuit: Safety first option sparks lively debate The decision to wait till the rain had passed before starting the Belgian Grand Prix met with a mixed reaction from the driversDimitar DILKOFF/AFP Photo by Dimitar DILKOFF / AFP Piastri secured his sixth win of the season, with great aplomb that makes him favourite to beat McLaren team-mate Lando Norris to the drivers' title. The Australian's consistency and mental strength helped him into a 16-point lead after 13 of this year's 24 races, but his drive was overshadowed by post-race arguments about racing in the rain. Your noon-hour look at what's happening in Toronto and beyond. By signing up you consent to receive the above newsletter from Postmedia Network Inc. Please try again This advertisement has not loaded yet, but your article continues below. Ferrari's Hamilton and Red Bull's Verstappen slammed the long delay and choice of rolling start, but others including Mercedes' George Russell and Williams' Carlos Sainz backed the 'safety first' decision at a track with a dark history of fatal accidents. 'We could've gone miles earlier, an hour earlier,' said Verstappen. 'It was a shame. It just ruins a nice classic wet race. Either we push to go for a wet race — or we just stop racing in the wet… and wait for it to be dry. But that's not what you want, right?' Verstappen's car was set up for extreme wet conditions, as forecast, but the decision meant he and others were disadvantaged. He finished fourth. Triumphant McLaren team boss Andrea Stella, celebrating a sixth 1-2 this year, praised the move. This advertisement has not loaded yet, but your article continues below. 'I think the race was managed in a very wise way by the FIA,' he said. 'We knew there was a lot of rain coming and I think at a circuit like this if you make the calls late, it may be too late — and the outcome could be difficult.' He emphasised the unique risks of the high-speed track through the forested valleys of the Ardennes. 'I understand it would be entertaining, but the average speed is so high at Spa that in wet conditions it's impossible to see.' New Red Bull chief Laurent Mekies, in his first outing after replacing Christian Horner, said: 'I think we were all surprised by how late we started.' The former FIA deputy race and safety director added: 'Fundamentally, we waited not only for the rain to stop, but also pretty much for the sun to come out — and then we still had many laps behind the safety car. This advertisement has not loaded yet, but your article continues below. 'I'm sure the FIA had its reasons, but in our case, having based the car towards wet running, it cost us performance, but, it's all part of the game.' Red Bull win despite Verstappen losing Red Bull look set to retain Max Verstappen next year as his performances in Belgium ensure he will be in the top three for the summer breakSIMON WOHLFAHRT/AFP Photo by SIMON WOHLFAHRT / AFP Verstappen's fourth-placed finish had one upside for Mekies as a performance break clause in his contract lapsed. According to paddock sources, the Dutchman had a right to leave for 2026 if he was outside the top three drivers at the end of July, but his points in Belgium, including a sprint race win on Saturday, mean he cannot be overhauled. Verstappen is third behind the McLaren duo but 28 points ahead of Mercedes' George Russell, whose future was under threat from Verstappen's possible arrival. He cannot catch him even if he wins in Hungary this week. This advertisement has not loaded yet, but your article continues below. Ferrari's Lewis Hamilton believes having brought in a former Mercedes engineer will improve his fortunesDimitar DILKOFF/AFP Photo by Dimitar DILKOFF / AFP Hamilton's roller-coaster ride since joining Ferrari continued as he went from 18th, and a pit lane start, to finish seventh. On Saturday, he apologised to Ferrari for his 'unacceptable' qualifying while critics noted that, at 40, he was struggling to cope –- two days after revealing he had bombarded senior Ferrari staff with memos for team improvements. After seeing him storm through the field, team chief Fred Vasseur joked Hamilton was now 'engineering the car himself', before the Briton revealed he had invited a former Mercedes engineer to join his team. 'We'll get stronger together now,' he promised. Check out our sports section for the latest news and analysis. Care for a wager? Head to our sports betting section for news and odds. Canada Editorial Cartoons Sunshine Girls Relationships Editorials
