Bloomberg Talks Mercedes-AMG Petronas F1 CEO Toto Wolff & PepsiCo's Eugene Willemsen Talk F1
Dec 5, 2025
Toto Wolff, the CEO of Mercedes-AMG Petronas F1, and Eugene Willemsen, CEO of International Beverages at PepsiCo, dive into the exciting collaboration between F1 and PepsiCo. They explore how F1 is captivating younger audiences and expanding its reach, discussing the appeal of social media in engaging fans. Willemsen shares insights on attracting Gen Z and balancing gender representation through sports. Wolff also highlights the commercial growth of F1 and shares a fan's hopeful prediction for the next race, rooting for George Russell.
AI Snips
Chapters
Transcript
Episode notes
Youth And Female Fans Are Driving Growth
- Formula 1's fastest-growing audience is young and increasingly female, with 42% female fans and big engagement from 15–24-year-olds.
- Social media activity from young drivers and entertainment like Drive to Survive have accelerated this demographic shift.
Enter F1 To Reach Global Growing Fans
- Enter Formula 1 now to tap a global, rapidly growing fan base across 21 countries and 24 races.
- Leverage distinct brands to reach different audiences, as PepsiCo will with Gatorade, Sting and Doritos.
F1 Is A Platform For Market Expansion
- F1 offers access to emerging markets and Gen Z, with a near 50/50 gender split valuable for brand penetration.
- Gatorade will apply its 60 years of sports science to help drivers manage weight loss and performance.