American spirit: Cadillac partners with Jim Beam for F1 project. Cadillac confirms a multi-year partnership with Jim Beam ahead of its Formula 1 debut in 2026.

Cadillac announces multi-year partnership with Jim Beam

As Cadillac prepares for its debut in Formula 1 in the 2026 season, the American team has officially confirmed a multi-year partnership with another globally recognized star-spangled brand. This time it comes from the world of bourbon: Jim Beam, a leader in the sector, will help highlight the American identity of the team as it enters the championship.

The agreement goes beyond simple sponsorship. Jim Beam’s goal will be to help Formula 1 reach a wider audience with engaging initiatives both on and off the track for fans, while also placing a strong focus on responsible alcohol consumption. “We are excited to bring the spirit of Kentucky to the world stage of Formula 1 with Cadillac, a brand that has been part of the Beam family’s history for generations,” said Rashidi Hodari, managing director of James B. Beam Distilling Co. “Both motorsport and the production of Jim Beam bourbon require every individual and every moving part to come together to create a positive collective result. Both the pit crew and our distillery workers rely on the power of their communities to succeed. It is this shared understanding and the importance of connecting with the next generation of Formula 1 fans that inspires us.”

Jim Beam already has a history in motorsport, having partnered with the Indianapolis 500 and NASCAR in the United States, as well as Dick Johnson Racing in Australia. Now the iconic bourbon brand is ready to enter Formula 1 alongside Cadillac. “This partnership brings together two icons of American heritage to create something truly special,” explained Dan Towriss, CEO of the Cadillac Formula Team and TWG Motorsports. “Formula 1 is a global stage, and we want to take our fans with us on this journey, step by step. Our vision goes beyond racing: we are building a team that lives at the crossroads of sport, technology, and culture. With Jim Beam joining our family of partners, the momentum behind this project grows stronger every day as we prepare for our debut next year.”