The Sound of Speed

Sting Energy, a PepsiCo energy drink, has entered the fast-paced world of Formula 1 as its Official Energy Drink Partner.

In a sport like Formula 1, where fans obsess over every detail, Sting Energy tapped into the most iconic and visceral element of the experience: sound.

World-renowned DJ and producer Armin van Buuren first posted a video unveiling a surprising discovery – the sound of “Stinggg” echoing through the roar of an F1 engine. While isolating audio layers from a race recording, Armin noticed an uncanny resemblance between the engine’s pitch and the sonic builds in his music.

The post piqued global curiosity, as fans, creators, and even F1 icons joined the conversation. Joining the wave of excitement were Formula 1 legend Jenson Button and 2025 F2 Monaco Grand Prix winner Kush Maini, who amplified the moment with energized reactions – captivated by the sonic connection between Sting Energy and the roar of Formula 1.

Commenting on the roar, Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, said, "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."

With this partnership, Sting Energy will now supercharge fan experiences across 21 races through immersive brand experiences, co-branded products, on-pack promotions, and digital storytelling.