Formula 1 gets Sting as official energy drink partner

MANILA: Sting Energy, a PepsiCo product, is now the Official Energy Drink Partner of Formula 1.

The said collaboration was marked by a viral video posted by disc jockey and producer Armin van Buuren. You can check it out, here.

In the clip, van Buuren isolated audio layers from a race recording and noticed some resemblance between the engine’s pitch and the sonic builds in his music, which he made out to be the sound of “Stinggg.”

“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,” van Buuren said.

Chiming in was 2009 Formula 1 World Champion driver Jenson Button, who said: “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.”

With this partnership, which according to Formula 1 will last until 2030, Sting Energy will supercharge fan experiences across races through immersive brand experiences, co-branded products, on-pack promotions, and digital storytelling. 

Sadly, the idea of race winners spraying a big bottle of Sting instead of a FERRARI Trento champagne (or the returning Moët & Chandon brand) appears not to be listed in the agreement. 

Nevertheless, Filipinos who are are used to seeing the likes of Alden Richards, Eruption, Maris Racal, and Andrea Brillantes chugging a bottle of Sting, might soon witness seven-time Formula One World Drivers’ Champion Lewis Hamilton or four-time Formula One World Drivers’ Champion Max Verstappen take a swig of the red energy drink. 

Other PepsiCo products get motorsport exposure 

With PepsiCo signing the Official Partner agreement, some of the company’s powerhouse products will get exposure in Formula 1. 

According to the race series, Gatorade and Doritos will be a part of the collaboration. Specifically, Gatorade “will become the Official Partner of F1 Sprint, bringing its legacy of fueling peak athletic performance to motorsport’s most dynamic format from Spa-Francorchamps later this year and continuing through the events at Austin, Sao Paulo, and Qatar.”

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