Cadillac F1 Team signs multi-year partnership with Jim Beam

The newly-formed Cadillac F1 Team has announced a landmark multi-year partnership with Jim Beam, making the American bourbon distiller the team’s official spirits partner. The agreement strengthens Cadillac’s ambition to establish itself as a genuine American force in Formula 1 as it prepares for its highly anticipated debut in 2026.

The partnership was unveiled on Wednesday, with Dan Towriss, CEO of TWG Motorsports, the ownership group behind Cadillac F1, describing the deal as the union of two iconic American brands.

“Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way,” Towriss said. “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.”

This collaboration follows Cadillac’s June 2025 announcement of Tommy Hilfiger as its official clothing partner. Together, these partnerships underline Cadillac’s vision of blending sport, technology, and culture to stand apart from traditional F1 outfits largely based in Europe.

Drivers and Team Line-Up

Cadillac’s entry onto the Formula 1 grid will feature Valtteri Bottas and Sergio Pérez as the team’s lead drivers. American talent Colton Herta will serve as the test driver while working toward the super license required for a full-time F1 seat. The inclusion of Herta reflects Cadillac’s broader goal of connecting more deeply with U.S. motorsport fans.

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Jim Beam’s First Foray into Formula 1

Though this marks Jim Beam’s first official partnership in Formula 1, the distillery has a rich motorsport and sports sponsorship history. The brand already works with:

• The Kansas City Chiefs (NFL)
• The Dallas Cowboys (NFL)
• The Los Angeles Dodgers (MLB), co-owned by the same group that operates Cadillac F1
• US Soccer Federation
• The Indianapolis 500
• NASCAR and Dick Johnson Racing in Australian Supercars

Fred Noe, Jim Beam’s seventh-generation master distiller, highlighted the company’s personal link with Cadillac, noting that he still drives one as a tribute to the car that once helped preserve his family’s legacy.

Shared Values: Teamwork and Heritage

Rashidi Hodari, managing director of James B. Beam Distilling Co., emphasized the natural connection between motorsport and bourbon-making.

“Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome,” Hodari said. “It’s the power of their communities that allows for the win. That’s what inspires us as we connect with the next generation of Formula 1 fans.”

Through this partnership, Jim Beam’s branding will be featured on and off the car throughout the season, ensuring global exposure as Cadillac F1 takes on the world’s premier motorsport series.

Looking Ahead to 2026

The Cadillac F1 Team’s partnerships with Jim Beam and Tommy Hilfiger reflect a clear vision: to build a competitive team rooted in American identity while embracing Formula 1’s worldwide reach. With Pérez, Bottas, and Herta leading the charge, and major U.S. brands behind them, Cadillac is positioning itself to make a bold statement when it joins the grid in 2026.