MANILA, PHILIPPINES – In a bold and electrifying move Sting Energy, the energy drink under PepsiCo’s portfolio officially joins the world of Formula 1 as its Official Energy Drink Partner. But unlike traditional sponsorship announcements, this partnership unfolded in an unexpected way: through sound.
What began as an organic social media moment quickly evolved into a global phenomenon. On May 23, world-renowned DJ and producer Armin van Buuren unveiled a surprising discovery. While isolating engine audio from a recent race in his studio, he heard a distinct frequency – a sound that echoed the brand’s name: “Sting.” The uncanny resonance captured the imagination of fans, music producers, and racing aficionados alike, igniting a conversation that quickly gained traction across platforms.
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. Their involvement added credibility to what many had dismissed as coincidence, showing it was something much more deliberate.
Without any official announcement or clear branding, people started to wonder quietly: could Sting Energy have been part of Formula 1 all along? The frenzy reached its peak at the Monaco Grand Prix, where F1 fans and influencers from around the world were seen recording the races – reacting in real-time as Sting Energy’s now unmistakable sonic signature revealed itself within the raw, high-octane roar of the track.
Making the discovery, world renowned DJ and record producer, Armin van Buuren said, “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.”
Jenson Button, 2009 F1 World Champion driver added, “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.”
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.”
Through this multi-year global partnership, Sting Energy will amplify fan experiences across all 21 Formula 1 races through immersive brand activations, co-branded products, on-pack promotions and digital storytelling. The brand is positioning itself as a cultural player in one of the world’s most emotionally charged sports ecosystems in this new partnership.
