PepsiCo has strengthened its presence across British sport and entertainment after signing a new five-year partnership with Silverstone, establishing the global food and beverage company as the circuit’s official soft drinks and snacks partner.
The agreement sees PepsiCo activate its portfolio across Silverstone’s year-round calendar, including the Formula 1 British Grand Prix, MotoGP, British Touring Car Championship, CarFest and Christmas at Silverstone. The partnership will also feature six major experiential activations each year, giving PepsiCo a significant platform to engage consumers beyond traditional sponsorship branding.
Pepsi, Doritos and Gatorade will anchor the partnership, with each brand designed to deliver a different form of fan engagement. Pepsi will bring its House of Treats concept to the venue, while Doritos will create interactive experiences through its Thrill Zone and Doritos Loaded offerings. Gatorade will focus on sports performance and hydration through its Run the Circuit activation and initiatives supported by the Gatorade Sports Science Institute.
The partnership follows the successful deployment of the three brands during the 2026 Formula 1 British Grand Prix, which attracted a record 564,000 spectators. Silverstone hosts more than two million visitors annually, providing PepsiCo with a sizeable year-round consumer engagement platform.
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, added, “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, continued, “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 agreement also expands PepsiCo’s broader Away From Home strategy in the UK, which includes partnerships with Wembley Stadium connected by EE, The O2, Hill Dickinson Stadium and Barclays Hampden.
The Silverstone deal further complements PepsiCo’s wider motorsport strategy, following its partnership with Formula 1 through 2030 and its global agreement with Mercedes-AMG PETRONAS F1 Team. Together, the partnerships give PepsiCo visibility across the sport at global, team and venue levels while creating multiple touchpoints to convert sponsorship exposure into direct consumer experiences.
