Sting Energy, a PepsiCo-owned product, has forged an innovative partnership with Formula 1 and became the sport’s Official Energy Drink Partner.

The campaign leverages the distinct auditory experience of F1 racing, drawing a creative parallel between the high-pitched roar of F1 engines and Sting Energy’s sonic identity. This connection was first highlighted by renowned DJ Armin van Buuren, who noted an uncanny resemblance between the sound of an F1 engine and the word ‘Sting.’ The discovery gained further traction with endorsements from motorsport figures such as 2009 F1 champion Jenson Button and rising F2 star Kush Maini, reinforcing the idea that the brand’s presence as the Official Energy Drink Partner in F1 was not just a marketing ploy but an organic alignment with the sport’s energy and intensity.

Image Credit: Sting Energy