Jim Beam partners with Cadillac F1 team ahead of 2026 debut

The deal, announced today in Clermont, Kentucky and Fishers, Indiana, makes Jim Beam the Official Spirits Partner of Cadillac’s F1 operation. The team will be the first new addition to the grid since 2016, formed by General Motors and TWG Motorsports.

“This partnership brings together two icons of American heritage to create something truly special,” said Cadillac F1 CEO Dan Towriss. “Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way.

"Our vision goes beyond racing. We’re building a team that lives where sport, technology, and culture collide. With Jim Beam joining our family of partners, the momentum behind this project grows stronger every day as we gear up for our debut next year," added Towriss.

The official press release states that the collaboration reflects a link between the brands that stretches back decades. During Prohibition, Jim Beam’s founder protected his yeast recipe by carrying it home each evening in the front seat of his Cadillac. Fred Noe, the brand’s current seventh-generation master distiller, continues the tradition by driving a Cadillac today.

Rashidi Hodari, managing director of James B. Beam Distilling Co. said: “We are excited to bring the soul of Kentucky to the global stage of Formula 1 with Cadillac, a brand that’s been part of the Beam family’s story through the ages,” said Rashidi Hodari, managing director of James B. Beam Distilling Co.

“Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome. The pit crew and our distillery workers both rely on the power of their communities to win. It’s this common understanding and the importance of connection with the next generation of Formula 1 fans that inspires us," revealed Hodari.

The partnership will focus on building immersive fan experiences, retail activations and promoting responsible alcohol consumption, with the aim of connecting new audiences to the sport. Jim Beam has a long history in sports and entertainment sponsorships, including the NFL’s Kansas City Chiefs and Dallas Cowboys, MLB’s LA Dodgers, the U.S. Soccer Federation, and teams in IndyCar, NASCAR and Supercars.

Known as the “people’s bourbon,” Jim Beam will now be aligned with America’s latest effort to make its mark in Formula 1. As Cadillac prepares its first World Championship campaign, the partnership highlights the blend of sport, culture and community that both brands want to showcase on the global stage.