Buy three cases of Doritos, upload your receipt to an app, and you could be doing a hot lap around Silverstone with the Mercedes-AMG Petronas Formula 1 Team.
That is the proposition PepsiCo is putting to convenience retailers this week, who have the chance to win the experience alongside Pirelli British Grand Prix tickets, travel, accommodation and spending money.
The promotion forms part of a new trade incentive from Doritos launched and is part of a rapidly expanding commercial presence in F1 for PepsiCo, which announced a multi-year official partnership with the sport in May 2025.
The deal – running through to 2030 – brought three of its brands into the F1 ecosystem simultaneously: Doritos as Official Savoury Snack Partner, Sting Energy as the Official Energy Drink and Gatorade as the Official Partner of the F1 Sprint.
From 2026, PepsiCo extended that presence further with a separate multi-year partnership with Mercedes, announced in December 2025 and covering all three brands.
The retailer prize competition sits within that wider commercial architecture and Ed Merret, Wholesale Controller at PepsiCo, framed the incentive as a deliberate extension of Doritos’ brand identity through the trade channel.
Doritos is a brand rooted in boldness, energy and excitement, making this high-speed incentive the perfect fit for our latest retailer promotion.
Ed Merret
“Doritos is a brand rooted in boldness, energy and excitement, making this high-speed incentive the perfect fit for our latest retailer promotion,” he said.
“This promotion gives retailers the perfect reason to trial our new Doritos 3D Crunch range ahead of key viewing moments, while entering for a chance to win the ultimate reward and experience the thrill of Silverstone first-hand this July.”
The mechanic neatly illustrates how F1 brand partnerships generate commercial value well beyond the broadcast audience, with the sport’s most premium experiential assets deployed at the trade level to drive stocking decisions.
