World-Renowned DJ and Producer, Armin van Buuren discovers The Sound of Sting, joined by 2025 F2 Monaco Grand Prix winner Kush Maini and 2009 F1 World Champion Jenson Button — who confirms what fans across the globe are already hearing.
PepsiCo’s high-voltage beverage, Sting Energy®, has officially joined the world of Formula 1® as its Official Energy Drink Partner, launching a groundbreaking global partnership that blends speed, adrenaline, and sound. What started as a viral moment driven by fan curiosity has evolved into an electrifying collaboration—one that’s racing beyond the track and onto screens worldwide.
In a sport where every detail is scrutinized, Sting Energy tapped into one of F1’s most iconic sensations: sound. The partnership sparked on May 23, 2025, when world-famous DJ and producer Armin van Buuren shared a studio discovery—an uncanny moment where an F1 engine’s pitch echoed the word “Stinggg.” While isolating race audio, Armin heard a striking frequency that mirrored the sonic build-ups in his music. The internet caught fire. Fans, creators, and even racing legends joined the conversation, asking: Had Sting Energy been hiding in plain sight all along?
F1 icon Jenson Button and 2025 F2 Monaco Grand Prix winner Kush Maini soon added fuel to the fire. Their enthusiastic reactions confirmed that what sounded like coincidence was, in fact, a clever sonic alignment. The buzz peaked during the Monaco Grand Prix, where fans and influencers captured live race audio—each roar of the engine now unmistakably echoing Sting Energy’s audio signature.
“As a longtime F1 fan, I was revisiting engine sounds when one frequency jumped out—it sounded like ‘Sting,’” said Armin van Buuren. “It felt like a coincidence, but the more I listened, the more melodic it became. Inspiration really can come from the most unexpected places—even an engine flying down the track.”
“I’ve lived and breathed F1 all my life,” added 2009 F1 World Champion Jenson Button. “But when Armin played that clip and pointed out what he heard, I was stunned. I played it again… and there it was: ‘Sting.’ Once you hear it, you can’t unhear it.”
This wasn’t your usual brand launch. It was a moment discovered by the culture, amplified by the fans, and embraced by the sport.
“Some of the most powerful brand moments aren’t created—they’re uncovered,” said Vandita Pandey, VP Marketing, International Beverages, Energy, PepsiCo. “This isn’t just about a campaign—it’s about a shared sensory experience. Sting Energy didn’t just arrive in F1; it revealed it had always been part of the thrill, hidden in the roar. Now the world knows.”
Jonny Haworth, Director of Commercial Partnerships at Formula 1, added, “Formula 1 is a full-body experience—speed, emotion, sound. This partnership with Sting Energy celebrates that intensity in a new way. It’s a powerful collision of culture and sport.”
With this multi-year global partnership, Sting Energy is set to supercharge fan experiences across all 21 races with immersive brand activations, co-branded products, on-pack promotions, and digital storytelling that capture the pulse of the sport.
Breaking away from the traditional sponsorship playbook, Sting Energy entered the F1 scene like only it could—through sound. In a sport where audio equals emotion, physics, and pure adrenaline, Sting has turned an unassuming frequency into a full-throttle brand revelation.
Now, it’s official. Sting Energy is on the grid—and in the roar—with Formula 1.
