- PepsiCo named Official Soft Drinks and Official Snacks Partner of Silverstone in new five-year agreement.
- More than two million annual visitors will experience PepsiCo’s food and beverage brands at Silverstone.
- The partnership will deliver immersive fan experiences building on the success of Pepsi, Doritos and Gatorade at the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026.
PepsiCo and Silverstone have announced a new five-year partnership that sees PepsiCo become the Official Soft Drinks and Official Snacks Partner of the Home of British Motorsport.
PepsiCo will bring its portfolio of food and beverage brands to Silverstone’s year-round events calendar, which welcomes more than two million visitors annually. This includes the FORMULA 1 PIRELLI BRITISH GRAND PRIX, the British Grand Prix MotoGP™, the British Touring Car Championship, CarFest and Christmas at Silverstone. Carlsberg Britvic, PepsiCo’s bottling partner, will support the delivery of the beverage portfolio as part of the agreement.
The partnership will deliver memorable, immersive experiences that bring fans closer to the brands they love – turning visits to Silverstone into a multi-sensory food and drink moment. Through a shared focus on elevating the live event experience, PepsiCo and Silverstone aim to create moments that bring people together through sport, entertainment and food.
Six major experiential activations will take place each year across Silverstone’s biggest events, combining bold flavours, standout design and interactive experiences across the venue. PepsiCo’s brands will play a central role in how fans celebrate, connect and enjoy race weekends and year-round events. The partnership was launched at the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026 in July, where fans experienced activations from Gatorade, Doritos and Pepsi:
- Gatorade hosted the UK debut of its flagship Run the Circuit experience, giving hundreds of fans the opportunity to run the iconic Silverstone circuit just hours before the British GP got underway.
- Doritos brought its global Taste the Thrill campaign to life through the Doritos Thrill Zone, offering fans the chance to win prizes including a hot lap and exclusive merchandise. Visitors also enjoyed Doritos Loaded, a bold, flavour-packed food experience built around a Doritos base.
- Pepsi introduced its House of Treats experience, offering crafted drinks that tap into consumer demand for beverage customisation and flavour exploration.
Mark Whitaker, Away From Home Business Unit Controller, PepsiCo UK, said: "Silverstone is one of the world’s most iconic sporting venues, and it brings together fans in moments that truly matter. This partnership gives us an exciting opportunity to connect with those fans in new ways – through bold flavours, immersive brand experiences and shared moments of enjoyment across our food and drink portfolio.
“By working closely with Silverstone and Carlsberg Britvic, we’re creating experiences that go beyond refreshment – bringing our brands to life in ways that are engaging, memorable and rooted in how people come together to enjoy live sport and entertainment.”
Rachel James, Head of Partnerships, Silverstone, said: “We are delighted to welcome PepsiCo to Silverstone as our Official Soft Drinks and Snacks Partner. We are always looking for ways to make a visit to Silverstone even more memorable, and this partnership brings together two organisations with a shared ambition to create bold, engaging experiences for fans.
“The response to Pepsi, Doritos and Gatorade activations at this year’s British Grand Prix demonstrated the potential of the partnership. We are excited to build on that success over the next five years and give fans even more opportunities to come together, discover something different and enjoy their time at Silverstone.”
Chris Pratt, VP Sales - On Trade, Carlsberg Britvic, said: “Silverstone is a world-renowned sporting venue and a brilliant platform to bring people together through unforgettable live experiences. We’re proud to support PepsiCo in delivering a wide choice of much-loved soft drinks brands to fans across Silverstone’s events calendar, helping to enhance the experience for every visitor, whatever the occasion.
“Through this partnership, we look forward to bringing high-quality serves to one of the UK’s most celebrated destinations for sport and entertainment, while continuing to connect consumers with the drinks they know and love in moments that matter.”
The Silverstone partnership further strengthens PepsiCo’s growing Away From Home presence across UK sport and entertainment venues, including Wembley Stadium connected by EE, The O2, Hill Dickinson Stadium and Barclays Hampden.
Together, these partnerships reflect a broader focus on meeting consumers where they are – creating engaging food and drink experiences across the UK’s leading live venues and cultural moments.