PepsiCo and Silverstone have announced a new five-year partnership which will see the snacks and drinks producer 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 2m 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 fans’ visits to Silverstone into a multi-sensory food and drink moment.
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, it said. The brands included are Doritos, Gatorade and Pepsi.
Mark Whitaker, away from home business unit controller at 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.”
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