Sting Energy® Drink by Suntory PepsiCo Beverage (Thailand) Company Limited, the manufacturer and distributor of beverages under Suntory and PepsiCo brands in Thailand, is leveraging its global partnership as the official Energy Drink Partner of Formula 1® to create immersive experiences in Thailand. The initiative aims to bring Thai consumers closer to the world of speed through an Experience-Led Marketing strategy that transforms a world-class racing spectacle into an accessible and engaging brand experience. The campaign reinforces Sting Energy®’s brand positioning as an energy-boosting companion that empowers consumers to tackle challenges, unlock their potential, and pursue their goals with confidence in every situation.

Today, Formula 1^® has evolved far beyond motorsport into a global cultural platform that seamlessly blends sport, entertainment, and lifestyle. It has become one of the world’s most influential sporting phenomena and an experience that fans aspire to witness up close. This collaboration marks another significant step for Sting Energy® in strengthening its connection with modern consumers through contemporary culture—turning the thrill of Formula 1^® from a screen-based experience into one that can be experienced firsthand. At the same time, Sting Energy® aims to inspire consumers through the values embodied by motorsport: speed, precision, focus, and the ability to perform at one’s best under pressure.

Mr. Yutana Jitcharoongphorn, Senior Vice President of Marketing at Suntory PepsiCo Beverage (Thailand) Company Limited, shared, “This partnership reflects Sting Energy® Drink’s commitment to creating Global-to-Local Relevance by bringing a world-class experience like Formula 1® —one of the most renowned speed competitions followed by audiences worldwide—closer to Thai consumers. Our goal is to create meaningful brand experiences that allow consumers to engage directly with the brand, while also driving engagement, sparking conversations, and building lasting relationships with consumers over time.”

To bring consumers closer to the excitement of Formula 1^®, Sting Energy® hosted the Get Set Sting Experience on July 25 – 26 at Center Point Siam Square. The event featured interactive activities designed to recreate key elements of Formula 1^® racing, giving participants a taste of life as a professional driver. The experience began with the Sting Simulator Zone, featuring a highly immersive Formula 1^® racing simulation complete with motion effects and realistic audio. Participants experienced speeds of over 375 km/h while testing their driving skills, precision, and lap-time performance in pursuit of Pole Position. The excitement continued at the Race Start Challenge Zone, where attendees tested their reaction speed and racing instincts in a simulation of a Formula 1^® starting grid. The event concluded with the Photo Experience Zone, allowing visitors to capture memorable moments and become part of a front-page-style racing headline alongside Sting.

Beyond the event itself, Sting Energy® expanded consumer engagement through “Sting on the Streets of Bangkok,” showcasing a full-scale Sting Formula 1^® race car model across key landmarks throughout Bangkok. The activation helped increase brand visibility, extend consumer reach, and bring the excitement of the world of speed into public spaces, while giving consumers the opportunity to experience the race car model up close.

Sting Energy® remains committed to developing innovative marketing experiences that connect the excitement Formula 1^® with the everyday lifestyles of Thai consumers. For more information and updates on upcoming activities, visit: Sting Thailand

About STING Energy®

STING Energy ® is an energy drink brand owned by PepsiCo, created to spark high energy moments. Built around the idea that not all moments are created equal, STING Energy ® exists to help people show up with the energy to make the most of moments across sport, gaming, music, nightlife and everyday culture. Through its global GET. SET. STINGGG platform, the brand celebrates the spark that turns anticipation into action and moments into unforgettable experiences.

As the Official Energy Drink of Formula 1 and Official Team Partner of the Mercedes-AMG PETRONAS Formula One Team, STING Energy® connects the speed and spectacle of Formula 1 with the energy of youth culture through digital-first storytelling, cultural collaborations and fan-focused experiences around the world.