PepsiCo Reveals Doritos Corner at the F1 Las Vegas Circuit

PepsiCo moved deeper into Formula 1 this week as the company confirmed a new branding moment at the F1 Las Vegas Grand Prix. The brand will introduce Doritos Corner, a turn on the Las Vegas circuit designed to resemble the sharp triangular shape of a Doritos chip. The announcement reflects PepsiCo’s ongoing effort to expand its presence in global sports marketing and strengthen its connection with audiences following Formula 1.

As the Las Vegas Grand Prix prepares for another high-visibility event, Doritos Corner signals how brands use track features to create quick recognition and consistent visibility during broadcasts. The activation aligns with PepsiCo’s broader F1 partnership and highlights the growing role of on-track branding in the sport’s expanding commercial landscape.

PepsiCo’s decision to introduce Doritos Corner marks a clear step in the company’s global sports strategy. The brand uses the Las Vegas Grand Prix to reach a wide audience and present a recognizable visual element on the circuit. The turn’s design, shaped to resemble the familiar Doritos triangle, creates a simple connection between the product and the race environment. This activation supports PepsiCo’s goal to build consistent visibility across high-traffic international events.

Doritos Corner creates a track moment that is easy for broadcasters to reference and for viewers to remember. Its position on the Las Vegas circuit will generate repeat exposure during race coverage, replays, and commentary. The design serves the practical purpose of being visually direct, which helps the brand stand out during an event with constant motion and rapid scene changes. This approach shows how companies use clear visual cues to enhance sponsor recognition throughout a live sporting event.

PepsiCo uses Doritos Corner to strengthen its alignment with a sport that continues to grow across key markets. The Las Vegas Grand Prix offers a location with global reach, and the company integrates its branding into one of the track’s more visible turns. This placement supports consistent on-screen presence and reinforces the company’s strategy of attaching its brands to major entertainment experiences.

Doritos Corner fits into PepsiCo’s broader approach to Formula 1 sponsorship. The company looks to position its products in front of engaged audiences by focusing on practical and recognizable branding elements. The move highlights the value companies see in event-based marketing where track features create lasting associations tied to the race.

PepsiCo’s introduction of Doritos Corner at the F1 Las Vegas Grand Prix shows how brands use simple visual features to build recognition during large-scale live events. The design works as a direct symbol of the Doritos brand while supporting PepsiCo’s long-term Formula 1 strategy. As F1 continues to expand, branded track elements like this one are expected to remain part of how companies develop consistent visibility in competitive international markets.