PepsiCo has signed a five-year partnership with Silverstone to become the motorsport venue’s official soft drinks and snacks partner.

The agreement will bring brands including Pepsi, Doritos and Gatorade to Silverstone’s year-round events programme, which attracts more than two million visitors annually.

Carlsberg Britvic, PepsiCo’s UK bottling partner, will support the delivery of the drinks portfolio across the venue.

The partnership covers events including the Formula 1 British Grand Prix, British MotoGP, British Touring Car Championship, CarFest and Christmas at Silverstone.

PepsiCo plans to stage six major experiential activations each year, combining product sampling, food and drink concepts and interactive fan experiences.

The deal builds on activations trialled during July’s 2026 British Grand Prix.

Gatorade made the UK debut of its Run the Circuit experience, which gave hundreds of visitors the opportunity to run around Silverstone shortly before the race.

Doritos launched a Thrill Zone offering prizes including a hot lap and merchandise, alongside a Doritos Loaded food concept.

Pepsi also introduced its House of Treats activation, serving customised drinks designed to tap into consumer interest in flavour experimentation.

PepsiCo UK away-from-home business unit controller Mark Whitaker 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.”

He added that the partnership would enable PepsiCo to bring its brands to life beyond traditional refreshment occasions.

Silverstone head of partnerships Rachel James said the response to Pepsi, Doritos and Gatorade at the British Grand Prix demonstrated the potential of the agreement.

She said: “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.”

Carlsberg Britvic vice president of on-trade sales Chris Pratt said the company would help provide a broad selection of soft drinks across Silverstone’s events calendar.

The deal strengthens PepsiCo’s presence in the UK away-from-home market, where it already has partnerships with venues including Wembley Stadium, The O2, Hill Dickinson Stadium and Hampden Park.

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