Silverstone announces major deal with PepsiCo

Silverstone Circuit, which hosts some of the most iconic motorsport events such as the Formula One British Grand Prix and the British MotoGP, has announced a five-year partnership with PepsiCo.

The partnership will see the global beverage giant serve as the Official Soft Drinks Partner and Official Snacks Partner of Silverstone. PepsiCo brands will be present at the venue for all major events throughout the year, including the Formula One British Grand Prix, the British MotoGP, the British Touring Car Championship, CarFest, and Christmas at Silverstone.

PepsiCo’s bottling partner, Carlsberg Britvic, will help with the delivery of the beverage portfolio as part of the deal. Silverstone and PepsiCo will also work on a host of activations and unique fan experiences during each race weekend.

Rachel James, Head of Partnerships, Silverstone, commented:

“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.”

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.”

Chris Pratt, VP Sales — On Trade, Carlsberg Britvic, added:

“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.”