Discover The Sound of Sting with DJ Armin van Buuren, Grand Prix winner Kush Maini, and F1 World Champion Jenson Button.
Sting Energy®, the PepsiCo energy drink, has officially entered the fast-paced world of Formula 1® as its Official Energy Drink Partner.
This official partnership began as a viral, sound-driven moment sparked by authentic fan curiosity. It has since grown into a dynamic collaboration and is now racing from the track to screens worldwide.
On May 23, 2025, world-renowned DJ and producer Armin van Buuren posted a video unveiling a surprising discovery — the sound of “Stinggg” echoing through the roar of an F1 engine. By isolating audio layers, 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. And with that, Sting Energy surfaced. Not as a familiar face in Formula 1, but as a bold new force ready to make its mark.
“As a longtime F1 fan, I was revisiting some engine sounds in the studio when one frequency stood out, it almost sounded like ‘Sting,’” said Armin van Buuren. “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.”
A High-Octane Rush Delivered Through Sound
Joining the wave of excitement were Formula 1 legend Jenson Button and 2025 F2 Monaco Grand Prix winner Kush Maini. Captivated by the connection between Sting Energy and Formula 1, they amplified the moment with their energized reactions.
“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,” added Jenson Button. “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.”
The frenzy reached its peak at the Monaco Grand Prix, where F1 fans and influencers were seen recording the races. Each one reacted in real-time as Sting Energy’s unmistakable sonic signature revealed itself within the high-octane roar of the track.
Fueling Formula 1
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.”
Jonny Haworth, Director of Commercial Partnerships, Formula 1, said, “Formula 1 has always been about more than just speed – it’s about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It’s a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.”
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. Breaking away from the traditional sponsorship route, Sting Energy approached this collaboration in a way only it can — by tapping into the power of sound. In a sport where audio is emotion, physics, and adrenaline all at once, Sting Energy transformed a shared sensory experience into an unmissable brand moment.
Banner images from Scuderia Ferrari HP on X, Bart Heemskerk via Armin van Buuren on Instagram, and Courtesy of PepsiCo.