Silverstone Announces Five-Year Deal with PepsiCo for Major Events

Silverstone, the iconic British racing circuit, has announced a significant five-year partnership with PepsiCo. This agreement establishes PepsiCo as the official soft drinks and snacks partner for Silverstone. PepsiCo's brands will be prominently featured across major events held at the circuit, including the Formula 1 British Grand Prix, MotoGP, and the British Touring Car Championship.

The partnership was launched at the current year's British Grand Prix, where fans were introduced to attractions from Pepsi, Doritos, and Gatorade. These included interactive activities and various food and drink experiences, enhancing the overall fan experience at the event.

Each year, Silverstone attracts over two million visitors, making it one of the most popular racing destinations. As part of the partnership, Silverstone plans to introduce six major fan activations annually, aimed at bolstering visitor engagement and creating memorable experiences.

Rachel James, Silverstone's head of partnerships, expressed optimism about the collaboration, stating that the agreement would facilitate the creation of "bold, engaging experiences" for visitors over the next five years.