PepsiCo has signed a five-year partnership with Silverstone to become the venue’s Official Soft Drinks and Official Snacks Partner.
The agreement will see PepsiCo bring its food and drink brands to Silverstone’s year-round events calendar, which attracts more than two million visitors annually.
Events covered by the partnership include 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 delivery of the drinks portfolio as part of the agreement.
Six major brand activations will take place each year across Silverstone’s biggest events.
The partnership launched at the Formula 1 Pirelli British Grand Prix 2026 in July, with activity from Gatorade, Doritos and Pepsi.
Gatorade hosted the UK debut of its Run the Circuit experience, giving fans the chance to run the Silverstone circuit before the British Grand Prix.
Doritos ran its Doritos Thrill Zone, offering prizes including a hot lap and merchandise. Visitors were also able to try Doritos Loaded, a food offer built around a Doritos base.
Pepsi introduced its House of Treats experience, offering crafted drinks designed to tap into demand for drink customisation and flavour exploration.
The Silverstone deal adds to PepsiCo’s Away From Home presence across UK sport and entertainment venues, including Wembley Stadium connected by EE, The O2, Hill Dickinson Stadium and Barclays Hampden.
