Two American icons are coming together. Jim Beam will partner with the Cadillac Formula 1 Team from 2026, adding a new lifestyle edge to the sport’s next big arrival.
Cadillac F1’s debut is now less than a year away, and the team’s momentum keeps building. Today, Jim Beam was confirmed as the Official Spirits Partner in a new global deal.
The partnership unites two American names with deep heritage. Jim Beam has been making bourbon in Kentucky for over 200 years, while Cadillac prepares to become Formula 1’s first new team since 2016. Both brands see the deal as a way to reach new audiences beyond traditional motorsport, building on their 2026 ambition.
Jim Beam’s history with Cadillac goes back further than most realise. Founder Jim Beam himself once relied on a Cadillac to protect the yeast recipe that still defines the brand’s flavour. That story is being revived as the company steps onto F1’s global stage.
Rashidi Hodari, managing director at Beam, said the tie-up is about more than logos on cars: “Both car racing and making bourbon require every individual and moving part to come together. It’s about community. It’s about connection with the next generation of fans.”
Cadillac F1 CEO Dan Towriss described the partnership as another building block for the team: “Formula 1 is a global stage. With Jim Beam joining our family, the momentum behind this project grows stronger every day.”
The brand isn’t new to sport. Jim Beam has partnered with NFL, MLB and NASCAR teams, plus Dick Johnson Racing in Australia. But Formula 1 is the biggest platform yet, arriving just as the series continues to expand in the US market after Cadillac got the green light for F1.
Cadillac F1 will join the grid in 2026, running Ferrari engines until its own power unit is ready in 2029. The engine plans are already part of the wider political debate around F1’s future, making this partnership another key piece of the puzzle. The Jim Beam deal runs from day one, aiming to connect motorsport with lifestyle, music, and community in a way few partnerships can.
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