PepsiCo's Coke Conundrum: A Lesson in Sponsorship Rights
F1 driver Lando Norris sparked controversy during live coverage of the Spanish Grand Prix when he was seen drinking a Coca-Cola in the cooldown room. The incident drew attention because of PepsiCo's multi-year deal with F1, which became official in May 2025.
The partnership grants Pepsi exclusive track pouring and product supply rights, as well as advertising and marketing rights for brands like Sting, Gatorade, and Doritos. However, the agreement does not explicitly mention driver drinks or cooldown-room restrictions.
Despite this, Norris's actions sparked a reaction from a staff member who appeared to object. The McLaren driver responded by saying, 'I just done a race so I'm allowed to drink what I would like.'
The incident highlights the gap between what sponsorship announcements publicly list and what audiences may assume the partnership covers.