Overview:
- Sting Energy is now the official energy drink of Formula 1.
- A viral sound moment sparked global attention.
- Armin van Buuren noticed the engine roar sounded like “Sting.”
- F1 drivers and fans confirmed the uncanny audio link.
From Sound to Speed – How Sting Energy Landed on the F1 Grid
In the world of Formula 1®, where speed, sound, and sensation collide, an unexpected moment just rewrote the rulebook on brand partnerships. What started as a studio discovery by world-famous DJ Armin van Buuren quickly turned into a global conversation—and now, an official partnership.
Sting Energy®, PepsiCo’s bold energy drink, has officially joined Formula 1® as its global energy drink partner. But this wasn’t a regular business deal. This one started with a sound.
Body: The Viral Moment That Changed Everything
Armin van Buuren, a longtime F1 fan, was in his studio listening to race engine recordings when something strange happened. One particular engine clip sounded… different. In fact, it sounded like the word “Sting.”
Curious, he posted the audio online, and things took off.
Fans around the world started replaying the clip—and many heard it too. That strange high-pitched sound hiding in the roar of the engine really did sound like “Sting.” Was it a coincidence? A hidden brand moment? Or just a fun internet mystery?
Then came the real surprise—F1 icons began confirming it.
- Jenson Button, the 2009 Formula 1 World Champion, said, “I played it back and there it was—‘Sting.’ Clear as day.”
- Karun Chandhok, former F1 driver and motorsport analyst, joined in.
- Supercar Blondie, global car influencer Alex Hirschi, reacted too.
- And even Kush Maini, fresh off his F2 Monaco Grand Prix win, added fuel to the fire.
By the time the 2025 Monaco Grand Prix took place, fans weren’t just watching for race action. They were recording videos, trying to catch that now-famous “Sting” sound live from the track. The excitement was real. The sound was everywhere. And the energy? Unmatched.
Why This Partnership Makes Perfect Sense
Formula 1 isn’t just about cars and laps—it’s a global lifestyle. It’s about sound, speed, emotion, and energy. And that’s exactly what Sting Energy brings to the table.
This wasn’t a planned marketing campaign. In fact, PepsiCo and F1 only stepped in after the moment went viral on its own. It was a true fan-led discovery. As Vandita Pandey, PepsiCo VP of Marketing, puts it:
“Sometimes the best brand moments aren’t created—they’re discovered. Sting Energy didn’t just join Formula 1, it revealed it had always been there, hidden in the sound.”
Formula 1’s Jonny Haworth, Director of Commercial Partnerships, agrees:
“This partnership celebrates more than speed. It celebrates emotion, sound, and how sport and culture collide in exciting ways.”
What Fans Can Expect
Now that Sting Energy is officially part of the Formula 1 world, fans can look forward to a lot more energy on and off the track:
- Branded fan experiences at races
- Cool social media content that brings the “sound of Sting” to life
- Collaborations with creators, racers, and DJs
- And maybe even more surprises from Armin van Buuren and others
This deal is about more than just putting a logo on a car. It’s about being part of the F1 atmosphere—from the garage to the grandstands, and from the roar of the engine to the heart of the fans.
PepsiCo, which owns Sting Energy, has already proven its global reach. With brands like Lay’s, Gatorade, and Mountain Dew, it knows how to tap into culture. Now, with Sting on the F1 grid, it’s all about mixing adrenaline and attitude.
Conclusion: Once You Hear It, You Can’t Unhear It
This partnership didn’t begin with a press release. It began with a sound. A single moment of discovery that sparked curiosity, excitement, and ultimately, connection.
From Armin’s studio to the streets of Monaco, Sting Energy became the talk of the F1 world—before any announcement was made. And now, it’s official.
Sting Energy is the new energy drink of Formula 1®. But for many fans, it feels like it was always part of the sport. They just needed to hear it.