Silverstone Circuit has announced a multi-year partnership with Italian premium coffee brand illy, as the venue continues to enhance its year-round hospitality and fan experience strategy.
Under the agreement, illy becomes the exclusive coffee partner of the Northamptonshire-based circuit, with its products served across the entire site during all events.
Full-site integration across key touchpoints
The partnership spans every major touchpoint at Silverstone, including:
- All race events, including Formula 1 weekends
- Corporate hospitality areas
- Kart Silverstone
- Escapade Hotel & Restaurant
This full-scale integration ensures that illy coffee will be accessible to hundreds of thousands of visitors annually.
Premium experience meets sustainability
The deal aligns with Silverstone’s broader ambition to position itself as a year-round destination venue, not just a race circuit. Both parties emphasized shared values around:
- Premium quality experiences
- Craft and product excellence
- Sustainability commitments
Marcello Canetti highlighted the opportunity to connect with a large, global audience while reinforcing the brand’s premium positioning.
Meanwhile, Rachel James underlined the importance of aligning with partners that elevate food and beverage standards across the venue.
Beyond racing: building a destination brand
Silverstone’s strategy increasingly focuses on diversifying its offering beyond motorsport, blending:
- Live sporting events
- Hospitality and premium experiences
- Leisure and tourism infrastructure
The addition of illy as an exclusive partner reflects a growing trend in sports venues: using F&B partnerships to enhance fan engagement and drive per-capita spending.